Brand & Image

The perceived image of companies often deviates from the assumed “factual realities”, but it determines the reasoning and action of the consumers. This constitutes the central relevance of image analysis as a basis for marketing decisions.

Consequently, image analysis do not focus on given facts but the ideas, value judgements and emotions that consumers tend to associate with a company, brand or product. The image of a company or brand always consists of different dimensions (e.g. the brand name, company size, external communications etc.). The essential element of an image analysis therefore is a multidimensional survey covering the perceptions of the interviewees across the different dimensions.