Image
Which of the following questions have not yet been discussed by marketing, corporate communication and the management board as well:
“What kind of image does our company represent and what about the image of my competitors?”
“Does our corporate image, perceived by our customers, correspond to the image we want to generate?”
“Are there any image aspects that specially distinguish our company from our competitors, a unique feature and identifier in the market?”
“Are there any white areas on the image map of our line of business, that we can successfully occupy?”
“Which impact on customer´s purchase decision does the image have and what are the crucial factors leading to a buying decision?”
“Do our image-generating measures, that we take, correspond to our business objective?”
“How do the different brands of our company fit together, respectively how can they coexist successfully?”
Quantifying qualitative characteristics reliably and representatively → setting the course in due time to gain a lasting image positioning → how do you achieve that?
An isolated examination of singular aspects by means of standard scales is generally not qualified to measure an image properly.
We offer the required special measuring approaches as for example:
- Open Similarity Check to analyze the exchangeability and singularity of the brand in combination with its strength of choice and identification of its essential image
- Image Choice to quantify the relevance of purchasing criteria of image aspects and to deduce the image map of the branch
Due to narrowing markets and objectively more replaceable products and services, emotional purchase decision factors become more and more important. In the long term they will have a significant influence on a company´s profitability.