Measuring tools for brand image. Selected examples Cover Image

Narzędzia pomiarowe wizerunku marki. Wybrane przykłady
Measuring tools for brand image. Selected examples

Author(s): Beata Tarczydło
Subject(s): Economy
Published by: Wydawnictwo Uniwersytetu Ekonomicznego we Wrocławiu
Keywords: research on brand image; measuring tools for brand image; brand personality; relations brand-customers in time; customer value map

Summary/Abstract: In the brand management process the significant role is played by the image, which effective creating is determined by proper research. Research on image brand is a complicated undertaking which requires an assessment of several components related to the brand, such as ascribed features or perceived benefits, for example functional, psychological and social; thus the proper research tools are so important. The selected measuring tools for brand image and examples of their applications are described in this article.

  • Issue Year: 2011
  • Issue No: 237
  • Page Range: 42-51
  • Page Count: 10
  • Language: Polish