Corporate Image Research

Organisational buyers differ from consumers primarily because they buy products and services from the perspective of a collective decision making unit. Decision makers are much more concerned with the company’s overall brand identity, their capabilities and ability to provide after sales services. Typically, buyers engagement with the company image is much stronger than any individual product.

Corporate image research is an important component of corporate image management. Understanding market perceptions of the corporate image, and crucially, addressing the needs of current and potential buyers, is essential for developing the right corporate image.

The purpose of corporate branding is to:

• Make the company known, distinct and credible in the mind of potential buyers
• build enduring relationships
• communicate the benefits of the organisation to the buyer
• convey the value system of the organisation

Contact Redshift to learn how brand and corporate image research techniques can benefit your organisation.

Corporate Image Market Research Services from Redshift Research