Everyone knows the importance of a good brand image. To put it simply, if the company has a good brand image, customers will feel comfortable about doing business with that company resulting in more cash flow and better equity. The better the brand image is, the more chances people are going to view it as the preferred company to interact with. A positive image gives the customers the belief that the company is trustworthy and they can count on it in the future as well. If done well enough, the company might even have a surge of influencers and advocates. Look at Pinterest for example, the company has such a strong brand image that it basically recycles user made content to market itself.