Why Brand Image is Hard to Research - and How to Make it Measurable
A strong brand image is crucial to establish a place in the customer's choice set. As consumers reach their choices intuitively and automatically in many categories, they are very brand image-driven. Brands with a strong brand image have a clear advantage: they stand out more quickly and are more likely to be chosen.
But what makes a brand image attractive? And how can you measure it in a reliable way? That’s exactly what we’ll discuss in this blog.