Brand image defined as the impression in the customer’s mind of what a company and businesses total personality is defined as examples the mission statement and how they ethically conduct themselves in the community. Brand image is developed over time through advertising campaigns with a consistent theme, and is authenticated through the consumer's' direct experience. It is important for a business to maintain its reputation and not lose sight of their brand image. Chipotle is a company that lost sight of their brand image which resulted in losing a lot of business due to their damaged reputation. For many years, Chipotle restaurant and company has stressed its mission statement and brand image being “food with integrity through serving
