Brand image analysis

Promotion of goods and services is impossible without creating a positive company image for the potential customers. The brand image of the company is the current consumer's perception about the brand, a set of certain beliefs about a particular brand and the manufacturer as a whole. Brand image should always be reflected in the product positioning as well as reflect the values and goals of the company. It conveys emotional value, an overall impression in the minds of potential customers, and the associations that arise from any contact with a brand. These associations arise instantly at any mention of the company's trademark.

Why is brand image analysis important?

Building a positive company image is a far less time consuming process than correcting a spontaneously formed negative image. This process should involve not only marketing consultants, but also employees who provide services or produce goods. The brand image analysis allows you to understand the company status, in what directions it is moving and what needs to be done to develop in the right direction. Brand image assessment is carried out both from the internal (stakeholders, management, employees) and external environment (competitors, contractors, partners, suppliers, regulators, etc.). The analysis is done in order to:

• determine the attitude of stakeholders (target audiences) to the company;
• compare the original brand mission with the current situation based on the company's interaction with the target audience;
• find out weaknesses and possible mistakes in positioning your company and fix them;
• analyze the actions of competitors, determine a strategy to differentiate from them.

The main purpose of this service is to find out what problems the company has, as well as outline ways to solve them.

When analyzing the image, favorable company image is happened to be directly influenced by team spirit and corporate culture as a whole. Clients are sensitive enough to notice the negativity and unfavorable environment, which prompts them to leave for the competitors.

How to understand that you need a brand image analysis?

There are several reasons for the need for this service:

• planning new market or price segment development;
• anticipated profit is less than planned;
• planning a franchise;
• receiving negative feedbacks from the end consumer;
• expanding the target audience;
• promotion of a new brand on the market;
• need for rebranding, etc.

ResearchView team will help you assess your company's brand image using modern methodological approaches. Based on the results of our work, we will give you a full and comprehensive assessment of the current image of your company, as well as recommendations how to change it for the better.