BRAND IMAGE MEASUREMENT

Abstract

One of the key activities within brand management is adequate measurement, that is, the selection of key indicators that will show whether the investment in the brand produces the expected results. The problem that arises is reflected in the quality of insight that common metrics, which mainly rely on brand recognition, provide in detecting how much the brand is present in the consumer's mind. In accordance with the above, the goal of this reaserch is to show the ways of measuring the brand image in order to conduct an adequate evaluation of the set brand strategy, as well as to measure the effectiveness of investment in the brand.

The author will focus at the theoretical framework for conducting marketing research through relevant literature and scientific works dealing with this topic, and compare them with the current application of marketing research in practice. Based on information from several companies that regularly measure brand image through continuous marketing research in the form of brand trackers, the author will look at the discrepancy between practice and theory and what is the key reason for this discrepancy. Finally, as a conclusion of the research, the author will give a recommendation on how image measurement should be improved, and thus reduce the differences in approaches between theory and practice.

In the realization of this work, the author will conduct the following research: an interview with representatives of the business, as well as research „at the table“ based on secondary data. The interview will be conducted with persons who are responsible for conducting marketing research, as well as for analyzing and interpreting the results. While the research „at the table“ will be based on the interpretation of the already conducted marketing research and the analysis of the interpretation and conclusions in the part of the brand image. Based on the conducted research, the author concludes that there is a space for improving brand image measurement in business practice.