This is my fairly clumsy way of putting it; there is no brand image in the consumers' minds basically. There may be a "terme consacré" though...then again with marketing jargon it is sometimes better to make the basic meaning explicit, it makes it easier going for your reader.

HTH, good luck with it!


http://en.mimi.hu/marketingweb/consumer_franchise.html
Consumer Franchise - the understanding consumers have of a brand.

http://www.legamedia.net/lx/result/match/63609e3010f7530083c...
Same definition here too.