It is a perpetual work to measure and improve brand image. Strong branding generally means there is a positive impression of the company amongst consumers. Further, they are likely to do business with you because of the familiarity and assumed dependability of using a name they can trust. Find out, how to measure and improve brand image.
How to Measure Brand Image?
Measuring brand image using a single metric can be tricky since it concerns subjective perceptions. However, it remains important in allowing managers to identify positive and negative associations of their brand. Which they can then address and realign with their core values and missions.
Some ways you can measure brand image include:
Measuring Brand Perception via Listening
This involves understanding how consumers perceive your brand. The more positive their perceptions, the more favorable your brand image:
- Brand perception surveys enable companies to evaluate how and how well consumers resonate with their brand. Also, how far they understand the values and missions you are trying to convey.
- Focus groups can achieve similar results through more informal discussions where organizations can gauge the general beliefs and attitudes towards a brand. From there, gain an understanding of the overall strength and nature of the brand image.
- Social Media Listening can be achieved via monitoring conversations and mentions involving the brand on social media.
Brand Concept Maps
These are visual representations of brand associations as formed by consumers. The first step is to identify a set of associations through conducting market research (perhaps using focus groups or surveys as mentioned above).
Read More : What Is Branding and Why Should Your Business Use It?
Secondly, an organization can map out these associations as relevant to their brand before finally combining them to form an aggregate map depicting an overall sense of the company’s brand image.
Semantic Differential Scaling
This method uses polar opposite adjectives or adverbs as endpoints on a scale; which customers can use to rate a brand. Each response can be quantified by a numerical score which can then be used to find an average. This gives a company an overall sense of how positively their brand is perceived. Hence how positive or negative their brand image is.
How to Improve Brand Image?
Since companies can only control brand image indirectly and to a limited extent. It’s important to improve your existing brand image as best as possible. This can be done very practically in several ways, for example:
- Monitoring word of mouth, which can contribute to the formation of perceptions that comprise brand image
- Ensuring consistent delivery of the value you promise to consumers in your positioning statement
- Continually communicating your unique values and attributes through marketing strategies
- Providing high-quality products or services, focusing on the customer experience
The more you understand brand images complex nature, the easier it will be to dive deeper into the subject and its underlying topics. Brand image is important because not only is it what makes a memorable impression on consumers; but it allows your customers and clients to know what to expect from your company.
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