BRAND STUDIES–Image Studies
How customers see your product or company is fundamental to your success. Image studies are designed to help you understand perceptions of your product or brand and to help you make adjustments to your marketing program.
Marketing Questions
- How do customers see our company compared to our competitors?
- What is our image?
- What changes do we need to make to improve our image?
- What are our strengths?
- What are our weaknesses?
Savitz Success Story
A major fast food chain found that its menu variety was hurting its image because consumers perceived that a very wide menu variety was an indicator of slower service. The problem was identified by an innovative measure where the average ratings of different restaurants were used to determine the ideal restaurant rating. In this case, our client found that the menu variety was well above the ideal and that its ratings on this attribute were negatively correlated with fast service. By dropping some of the less profitable items from the menu the chain improved its perception for fast service and moved closer to the ideal on that dimension.