What is image and what is a brand? These and other questions from marketing are thoroughly addressed in this book. Today's companies must adapt; they need to explore new avenues and launch products that stand out from competitors, are unique, and evoke a positive recognition value among customers. The brand image plays a central role in the consumer's purchasing decision process. Michael Rehberg describes the purchasing decision process using the S-O-R model by Howard/Sheth, presents the significance of the brand and image in the buying process, and analyzes the German household appliance market for washing machines. The reader gains deeper insights into the consumer purchasing decision process, the functions of the brand, and the construction and role of brand image in the buying process.