Brand image representative (brandcharacter) is a special type of brand symbol and is the transmitter of brand image. Therefore, brand image representation is essentially brand identity. It is often based on human beings or real life, and is launched through advertising. Brand image representatives generally include two categories: fictional images and real character prototypes. Brand logos composed of virtual images include: Mickey Mouse, Mr. Michelin, Haier Brothers, etc.

Brand logos composed of real-life character prototypes include: Colonel Sanders of KFC, the image of a man wearing Quaker clothing on the Quaker cereal trademark, etc.