Brand Image. That it is one of the most valuable assets of a company is something many marketers agree on. How to measure or strengthen it, however, is a bit less clear. While some may pull out their collection of Likert scales, others know that we need to dig deeper to get to the core of the brand image. Because only in that way can you strengthen the brand image and, consequently, stimulate purchases and drive growth.
In this concise guide, we share everything practical about brand image and brand image research. From what it is to how to measure and strengthen it. We also immediately reveal which KPIs lead you astray and should be stopped today, so you don't waste your resources on unnecessary matters.
Let's dive in.