|The Challenge of
Measuring Brand Imagery
There are a variety of techniques available in the
industry to measure the image of a product, service or
organization. Many of these are based on tedious and
repetitive measurement scales which consume considerable
interview time and can erode interview rapport. Imager
was designed to address the need to assess a large number of
competitors across a large number of image attributes using
the most efficient technique possible.
Imager is an assessment technique that
provides information about a brand's competitive strengths and
weaknesses relative to key competitors. Imager
is also used to identify a brand's market positioning and to
assess the relative importance of imagery factors in the
selection of a brand. Imager may also be used to
gauge competitor awareness levels, competitive vulnerability
and provides useful input for segmentation exercises.
How Imager Works
Imager uses an Attribute Association
measurement strategy. With Imager, customers are
asked which of a series of attributes they tend to associate
with the brands they are familiar with. Imager
analyzes these imagery associations to identify competitive
strengths and weaknesses and market positioning.
Why Imager is Better
The Imager Attribution Association measurement
strategy conserves interview time and preserves interview
rapport. It only asks respondents to assess those brands that
they are familiar with hence separating measures of brand
imagery from brand awareness. As a result, Imager provides
crisper image profiles than conventional rating scales.
Imager is ideal for the development of brand building