FracusBrown,
Let me try to explain what I mean.
The definition of a brand is a trademark or distinctive name identifying a product or a manufacturer.
Using this definition, I view the UPS brand to stand for the product that UPS
actually provides and the manner in which they
actually provide the product, which in UPS's case is service.
The definition of image is the character projected to the public, as by a person or institution especially as interpreted by the mass media.
Using this definition, I view the UPS image to stand for the character and integrity that UPS
claims to have but actually does not have as they provide their service. I view the UPS image to be even more deceptive with regards to the manner in which their service is carried out.
In my opinion, UPS wants the public or mass media (social media, if you will) to believe that their claims as to how they do business is actually how they do business. In my opinion UPS doesn't even come close to operating as they claim.
Sincerely,
I
"The postings on this site are my own and don't necessarily represent UPS's positions, strategies or opinions."