Which of the following statements explains why brand image is so important?

Brand image plays a crucial role in influencing customer behavior, primarily because people tend to purchase based on trust. When customers see a brand that they recognize and associate with positive attributes, such as reliability, quality, or prestige, they are more likely to select that brand over others. This trust is often built through consistent messaging, positive experiences, and a strong reputation in the market.

A positive brand image can lead to increased customer loyalty, as consumers feel more confident in their choice and may even become advocates for the brand. In contrast, relying solely on advertising does not build lasting relationships, and while price is an important factor, customers often prioritize quality and trustworthiness over mere cost. Moreover, stating that brand image has no impact on customer loyalty contradicts the significant body of evidence that indicates a strong brand can foster long-term customer relationships and repeat business. Thus, the emphasis on trust highlights the foundational role that brand image plays in consumer decision-making.