Corporate Image Research - Evaluation of Corporate Image and Brand

Organisational buyers are primarily concerned with the company's overall brand identity, rather than with the specific product they want to buy, and will remember the image of the company longer than any product information.

The purpose of corporate branding is to:

• Make the company known, distinct and credible in the mind of potential buyers
• Facilitate the building of relationships
• Portray the benefits of the organisation to the buyer
• Embody and convey the value system of the organisation

Corporate identity is presented in a range of external communications programmes. However, buyer's perceptions may well be different from what is intended.

Understanding corporate identity is a valuable asset and an important part of branding (and brand equity research). Our Corporate image research services provides assessment of specific corporate identity issues, including awareness, corporate image and perceptions, and the level of buyer commitment to the brand.

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