Brand image can be best explained as the impression the customers have about any particular brand. It does not get limited to the brand logo or other brand artefacts but the brand image gets influenced by the overall experience the customers have with the brand every time they get to interact with the brand. This does not mean that the superficial things like how the logo of the brand, the attire of the executives and other materialistic aspects associated with a brand have an effect on the customers but what we mean here is that if the brand does not take continuous efforts to provide a good experience to their customers then maintaining a consistently good brand image becomes extremely difficult for the brands.