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What is Image Research?
Simply put, Image Research is the concept of investigating how consumers see a particular company, group or person.
While that may sound straightforward enough, images are actually very complicated combinations of thoughts, feelings,
and perceptions. Dressed up in logos, designer clothes and reputations that precede their entrance -- businesses and
people alike all have a story they tell the world. Even marketers who have carefully refined a personal or corporate
brand over years know sterling reputations can change quickly, especially with today’s complex landscape of social media,
public relations missteps, and 24-hour journalism outlets.
Purpose of Image Research
Let’s focus on Corporate Images for a moment. Customers today are often overwhelmed by a variety
of Internet and local store product choices. If you want buyers to prefer your products, they must first
be aware of you and have the impression that the goods you are offering will serve them better when compared
to your competitor's offerings. Keep in mind who YOU think you are, doesn’t matter.
What a consumer believes about your organization’s image, however, is crucial. When you boil down the
image marketing, customer perception is the only reality that matters.
Remember perceptions can vary, too. If one particular customer thinks your higher price point is offering
them a more prestigious product, that opinion may well earn your merchandise a place in their shopping cart.
The next customer, however, might have a different perception, causing you to lose the same head-to-head match
up. A favorable company image can be a powerful tool to routinely winning sales.
Understanding your corporate identity message is also a key component to positioning your new services and
products in the marketplace. Ultimately, custom image research should provide insight into the following
aspects:
- Measuring the intensity of buyer commitment to your brand
- Identifying specific corporate identity issues
- Recognizing strengths and weaknesses with building long-term consumer relationships
- Evaluating general brand awareness among key market locations and demographics
One of the most common times an image analysis is pursued by a company is when a new advertising campaign
or logo update is being considered. Personal image evaluations might be addressed as they correlate to a
campaign election or as a celebrity/artist embarks on a film or book promotional tour, for example.
How Persuadable Research Can Enhance Your Image
Evaluating a business or personal image is a highly customized exercise, requiring a research plan that
considers current industry statistics and targeted demographic information. Contact us to discuss your needs
and we’ll work to provide you with a plan enabling you to put your best foot forward on a local, regional
and/or global scale.
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