Positioning & Image Analysis
Image is a very one-dimensional concept for a complex construct. Strictly speaking it deals with capturing the overral impression or launch onto the market of a brand by the user / consumer. This launch onto the market is controlled by marketing mix elements that seek to produce a specific brand experience or a specific brand image.
Businesses, brands and products can be image carriers. However, it is always dependent on whether the accompanying image develops a positive (attractive), clear, unique and sustained effect.
As well as the above, image also has to be convincing in many more dimensions, namely:
1. In comparison to competing offers (i.e. businesses, brands, products). From which position is my brand shown to be comparable to that of the competition? Is this an USP or a general positioning?
2. In relation to target groups. Image can also be based on the effect of disassociation between different brands by others (the effect of insiders, elitists or experts). In this sense, the specific needs of a target group have to be met and the marketing mix has to produce a mechanism that makes an exact disassociation possible.
3. Over a period of time. Image erosion has to be recognized early, causes detected and approaches found for the support, enlargement and alteration of the image. It is therefore possible to establish whether the message is still strong and attractive enough.
Survey: Image is the result of mutual communication between supply and user: how is my (business, brand, product ) message conveyed? What material or immaterial benefit does this give the (potential) user? Is it suited to his / her lifestyle or can this be molded (or even changed)? However, the management of image is only possible if the status quo and possibilities of influence are known.