A Practical Example of Brand Image Research: What Can Brand Image Research Do for You?

The goal of brand image research is, of course, to gain insight into the actual image of your brand. But what exactly does such brand research yield? What can you expect from such a report? And what are the next steps after such research? 

Time to delve into this, using a number of practical examples.

 

Trouwens, laatst gaven we een - gratis - lunch-webinar precies hierover. In dit webinar ontleden Tim en Tom de hoe je merkimago nou werkelijk kunt meten. 

Aangezien je dit blog leest, dachten we dat je deze webinar helemaal mooi zal vinden! Terugkijken kan heel simpel via deze link. Ik ben benieuwd wat je ervan vindt! 😇

 

Brand Image Research: How Do We Conduct It?

As we discussed in an earlier blog, Unravel's brand image research works based on respondents' reaction times. Respondents are shown your brand under time constraints along with a characteristic and are asked to categorise it. This time pressure ensures that respondents evaluate your brand intuitively. This is important because brand image is largely hidden unconsciously in our brains. The reaction time also indicates the strength of the association. The faster the reaction time, the more easily the respondent's brain link your brand with the characteristic, strengthening the association. 

An Example from a Brand Image Research Report

Based on the agreement rate (the extent to which respondents indicate associating the characteristic with your brand) and/or the reaction time, we calculate association scores to measure the strength of each association. We then create a matrix from this, as shown below:

 

In this specific example, you see the image of a sports brand broken down into customers and non-customers. You see that where customers associate the sports brand more strongly with comfortable, energetic, and fast, non-customers associate the brand more strongly with authentic and athletic. 

Although the image in this specific case was already relatively positive, as reflected in the scores for each characteristic, we also see room for improvement, for example, in the association with Athletic. This information should therefore serve as input for the brand's branding strategy. If the brand considers this association important, it could develop a campaign that emphasises this characteristic, for example, by featuring athletes. 

After running the campaign for a while, a follow-up measurement of brand image could reveal whether the efforts contribute to strengthening the brand image. 

In this way, brand image research provides clear guidance on how to strengthen your brand. 

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Gratis Webinar: "Hoe Meet je je Werkelijke Merkimago? 🧠"

Iedereen die ook maar iets met branding doet voelt dat Merkimago een essentieel stukje DNA is van elk succesvol merk. Maar wat is merkimago nu eigenlijk precies voor ons brein? Hoe vindt imago precies haar uitwerking op koopgedrag? En hoe kun je zoiets onbewusts als merkimago eigenlijk meten?

Tijdens dit webinar leer je:

👉 Neuromarketing & Merkimago: Wat is merkimago in het brein?
👉 Hoe merkimago de shopper beïnvloedt
👉 Hoe meet je daadwerkelijk merkimago?

De 60 minuten durende webinar is nu terug te kijken!

Bekijk de webinar via deze link. <

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What Else Is Researched?

Often, other variables are also included during brand image research. At Unravel, we often measure spontaneous and aided brand awareness, consideration, and usage. In some cases, we also include the brand assets in the research. 

In this way, you get a complete picture of the performance of both the tangible and intangible assets of your brand. 

Curious about how we can help you gain insight into your brand image? Feel free to contact us.

Aankomende webinar 👇

"De Neuromarketing van Perfecte Voice-Over en Spokespersons"

Slechts 300 plekken beschikbaar, Wednesday 30 April, 12:00 uur

Smaakt dit naar meer 😇?

Neem contact op met Tim () om eens te bespreken hoe we dit voor jou kunnen inzetten! (Uiteraard vrijblijvend).