A company's image is an essential element of a management strategy that contributes to sustainable commercial success. In addition, it is also a tool for influencing the public, and a phenomenon that can and should be controlled.
Necessary
- list of image-forming factors,
- rating scale questionnaire
Instructions
Step 1
Choose the most important target group for your activity, and accordingly the type of image that needs to be assessed. It can be consumer, social, internal image of the company. Often this assessment is carried out across the board.
Step 2
Analyze your company's most important set of image-building factors. For example, for a consumer image, these will be: quality, design, product characteristics, brand awareness, product price, discounts and services, voicing the company's mission, and corporate identity. Check if the desired image of the company is formed, or the company relies on chance in its formation, forms it spontaneously.
Step 3
Assess the perception of your company by important target groups. To do this, prepare a questionnaire for the target group on each of the identified factors. Since the image is the image of your company in the eyes of other people and the public, then you need to evaluate it based on feedback, i.e. public opinion.
Step 4
Prepare a scale for assessing the compliance of each factor with an ideal, or, as they call it, a positive image. And invite the representatives of the target groups (at least 30 people for each group) to evaluate the image-forming factors you have proposed.
Step 5
Analyze the answers by calculating the average score for each studied parameter. Analyze to what extent the image of the company is close to positive, and as a result of which there are discrepancies. State what the company is lacking for each testable factor. Fill in the information in the preliminary findings.
Step 6
Formulate recommendations for each image factor. Any problem research assumes the existence of ways out of the current situation, so it is logical to end the assessment with a list of measures to form a positive image.
