Corporate Image Analysis

"Our image is like a person's reputation. It is the sum total of all contacts people have had with all parts of our company."

When should you consider an Image Analysis?

Many companies use image measurement as a key diagnostic tool in connection with steps that have high visibility, for example:

Planning a corporate identity advertising campaign or considering a name or logo change;
Considering a strategic thrust into an unfamiliar market (e.g., a new product category or entering a foreign market);
Assessing the goodwill value of a potential acquisition;
Repositioning the company with respect to its competitors.

In addition to the learning it brings, a Corporate Image Analysis can be a valuable communications tool for keeping your own organization pointed in the right direction. Insights often include:

Ideas for your strategic direction in acquisition and new product efforts.
Company or product characteristics that are most important when customers compare suppliers.
Misperceptions that customers may have about your company.
Factors that are important but are perceived as different among major suppliers.
Differences in thinking patterns that exist between customers in different market segments.
Themes to emphasize -- or avoid -- in your advertising and marketing.
Also, by including your own company's management as a "market segment," you can identify any significant discrepancies between the way your own people think about the company and the way it is seen by the market.

"The upfront work RBC does in getting that internal buy-in and focus on things, and in the in-depth interviewing technique, really does set them apart."

Director of Corporate Marketing
Large BCBS Plan

"I've experienced so much research over the years. There's a lot that just sits on the shelf and never gets used. But this piece of research [that RBC did] was very rich in information and results that could then be turned into implications and then recommendations for action and decision."

Director of Strategic Planning & Research
W.B. Doner & Company

"We have changed [our corporate positioning] largely as a result of your analysis, which confirmed the beliefs of our senior managers."

Director of Corporate Development
Keane, Inc.

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