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An image analysis in a corporate or brand context is essential for gaining an in-depth understanding, through market research surveys and other methods, of how customers, partners, and the public perceive the company or brand.
It reveals potential discrepancies between the company’s self-image and its external image, thereby laying the foundation for targeted measures to improve brand perception.
Furthermore, the analysis identifies strengths and weaknesses relative to the competition, enabling more precise market positioning and sustainable competitive advantages.
It also plays a key role in optimizing the communication strategy by highlighting how messages can be conveyed more clearly, authentically, and effectively.
Image analysis and image research also play an important role in crisis prevention, as they identify negative trends early on and allow for proactive countermeasures.
A positive image also strengthens employee motivation and fosters a sense of belonging within the company.
Contents of the template:
Objectives of the survey:
Helpful features for the survey:
Data protection „made in Germany“ (GDPR)
Anonymity function for honest feedback
Image analysis refers to the systematic examination and assessment of how a company or brand is perceived by the public, customers, or specific target audiences.
Part 1: Perception
This is about how customers and other target audiences actually perceive the brand:
Part 2: Brand Image Components
Brand perception consists of different levels:
Part 3: Sources of Brand Image Formation
A brand image does not emerge in isolation; it is shaped by various factors:
Part 4: Methods
Various data collection methods are used to gain a comprehensive picture:
Reason 1: Understand How the Brand Is Perceived
One of the most important questions for every company is: What do customers really think about us?
Image analyses help identify the genuine feelings and associations a brand evokes in people.
This reveals how brands are perceived “from the outside”—not just how a company sees itself.
Reason 2: Identify Strengths and Weaknesses
Which aspects of our brand work particularly well?
For example, trust, quality, or service. But also where problems exist — perhaps the brand appears outdated or unappealing.
These insights are the foundation for improvements and targeted measures.
Reason 3: Improve Brand Management
Using the results of an image analysis, strategies can be developed to deliberately manage and improve brand image.
This affects advertising, design, communication, and all other touchpoints with the target audience.
This helps the brand remain relevant and compelling.
Reason 4: Build a Competitive Advantage
A positive brand image results in stronger customer retention and positively influences purchase decisions.
Those who position their brand clearly and attractively stand out from competitors and gain important advantages in the market.
Reason 5: Identify Risks Early
Image analyses help identify negative perceptions early—for example, during online backlash, scandals, or communication failures.
This enables reputation management to respond quickly and limit damage.
Reason 6: Better Understand Target Audiences
Not all target audiences perceive a brand in the same way. Image analyses show which groups have which perceptions or expectations.
Marketing and communication can then be tailored accordingly, for example to reflect age differences or regional characteristics.
Reason 7: Measure Campaign Success
How does a new advertising campaign or design affect brand image?
Before-and-after comparisons make it possible to measure success and assess whether the activities have achieved the desired effect.
Step 1: Define the Objective
Before you begin, clarify:
Example objective: “We want to find out how young adults perceive brand XY compared with competitors.”
Step 2: Select a Method
Depending on the objective, choose one or more methods:
Step 3: Develop Questions
Create appropriate questions for your chosen method.
Use a mix of closed questions, such as scales or multiple-choice questions, and open-ended questions.
Tip: Use association questions or image cards when exploring more emotional responses.
Step 4: Collect Data
Now conduct your survey or analysis:
Step 5: Analyze Data
Example: 65% of respondents find the brand “appealing,” 20% “neutral,” and 15% “unappealing.”
Step 6: Interpret Results
Questions for Interpretation:
Step 7: Derive Actions
Example: “The brand is perceived as high-quality but distant. Recommendation: use more emotional communication and strengthen customer engagement.”
Step 8: Documentation & Presentation
Document everything clearly, if necessary in a presentation or report:
Here are the key methods of image analysis in the field of brands and companies, clearly explained:
1. Method: Surveys (quantitative & qualitative)
Quantitative surveys (e.g. online surveys)
Qualitative interviews or focus groups
2. Method: Social Media Monitoring
3. Method: Media Coverage Analysis
4. Method: Sentiment Analysis / Text Analysis
5. Method: Projective Techniques (e.g. word associations, images)
6. Method: Brand Value and Positioning Analyses
7. Method: Tracking Studies / Longitudinal Analyses
Evaluating an image analysis means systematically analyzing the data collected to determine what the brand image actually looks like and what can be derived from it—for example, for marketing, communication, or strategic decisions.
Step 1: What Data Is Available?
The data typically comes from:
The data can be quantitative (numbers) or qualitative (open-ended answers and opinions).
Step 2: How Is the Data Evaluated?
Quantitative Evaluation (Using Numbers)
Example:
Interpretation: The image is predominantly positive, but innovation is perceived weakly → an opportunity for improvement.
Qualitative Evaluation (e.g., Open-Ended Questions, Comments)
Example statements:
Interpretation: Trust is strong, while modernity is a weakness. A solid foundation, but improvement is needed.
Step 3: Clustering / Target Audience Analysis
Different target groups may perceive the brand differently.
Example:
Develop tailored communication for each target audience.
Step 4: Compare with the Desired Image
Step 5: Recommendations for Action
The analysis may result in, for example:
