This document discusses corporate and brand image. It defines corporate image as the feelings consumers and businesses have about an overall organization and its brands. The three top contributing factors to corporate image are perceived quality, response/support, and how the firm treats customers. Strong brands create desired emotions and have unique differentiation. Brand equity builds awareness, recall, and recognition through differentiation, innovation, and market domination. There are various types of brands like family brands and brand extensions. Brand positioning creates a perception of a brand in relation to competitors based on attributes, price, quality, target users, or cultural symbols.