ABSTRACT
Ever since David Ogilvy focused attention on the concept of brand image in the 1950s, marketers have struggled to come to grips with the idea. Ogilvy declared, “Every advertisement must be considered as a contribution to the complex symbol which is the brand image—as part of the long term investment in the reputation of the brand” (1951, p. 178). Although Ogilvy identified advertising's contribution to image, he also recognized that advertising was not the only source of imagery for a brand.
