Brand Image Studies

Brand Image Studies are conducted to quantify the effects of brand image on the perceived sensory characteristics of products in order to strategize market positioning in terms of brand imagery. Brand image studies have a two-stage structure, one qualitative and the other quantitative. The qualitative stage uses individual in-depth interviews and focus group discussions to determine which attributes consumers give to Brand Image. This makes it possible to develop a set of attributes describing the brand that are then used in the Quantitative Stage. Generally, the goal is to understand the consumer’s perception of individual brands according to three different aspects: Brand Image, User Image, and Product Characteristics.

The Quantitative Stage determines the relative image positioning of proprietary and competitive brands by having consumers rate a number of different brands using the set of attributes defined previously. Quantitative face-to-face interviews should be conducted under in-home survey conditions.