Lesson 9 is about the image and its importance in shaping attitudes that ultimately may influence behaviour. An image is defined as a mental representation that encompasses a network of meaningful associations. Because the image “belongs” to the audience, it is essential for marketing to understand how a brand or organisation is perceived in order to focus its efforts on its most gauged components. These include the brand or organisation’s performance, communications and visual identity. The second part of the lesson focuses on visual identity, and it concludes by discussing various alternative strategies, highlighting the role of the identifier.