Which term refers to the overall impression a product leaves on its target audience?

The term that refers to the overall impression a product leaves on its target audience is "perception." This encompasses how consumers interpret and understand a product based on various factors, including marketing messages, experiences with the product, and overall brand associations.

Perception is shaped by a variety of influences, including advertising, word-of-mouth, and personal experiences. It embodies not just what has been explicitly communicated through branding efforts but also the feelings, emotions, and opinions the audience develops about the product over time. In essence, perception is the consumer's viewpoint about the product, which can be influenced by the company's marketing strategies and the experiences that individuals share with others.

While the other terms like image, identity, and brand awareness are related, they serve different functions. Image refers to the visual representation and attributes people associate with a product or company, identity involves the distinct characteristics that set the brand apart, and brand awareness measures how well consumers recognize or recall the brand. However, it is perception that fully encapsulates the impression formed within the mind of the audience, making it the most appropriate term in this context.