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Brand image is a decisive factor for the success of a company. It influences how customers perceive your brand and whether they identify with it. To manage your brand image effectively, it is essential to measure it regularly. However, marketing managers face a number of challenges when measuring brand image. It is necessary to define the objectives, the dimensions and the frequency of measurement. In this article, we will share some proven tips on how to overcome these hurdles.

5 Tips on how to successfully measure brand image


1. Set clear goals

Before you start measuring brand image, you should define clear objectives. Which aspects of brand image do you want to measure? Do you want to analyze brand awareness, customer satisfaction or brand loyalty? By setting clear goals, you can ensure that you select the right metrics and KPIs. After all, these are often the basis for the internal targets that influence the company’s success and, if applicable, rewards for achieving the targets.


2. Selecting the right metrics

There are a variety of metrics and KPIs that can be used to measure brand identity. Choosing the right metrics depends on your goals and the nature of your business.

The right metric for every industry

Retail companies, for example, might keep an eye on customer reviews and repeat purchases, while B2B companies might focus on customer satisfaction and the trust of their business partners.

In the FMCG sector, functional and emotional benefits as well as the dimensions of brand personality are recommended. Make sure that you include not only generic dimensions but also dimensions that are specific to your brand and driving it.


3. Use customer feedback

Customer feedback is an invaluable source of information. Analyze customer reviews, surveys and social media to gain insights into how your brand is perceived. Numerous AI-supported tools are now available here. Use this information to identify weak points and make improvements.


4. Carry out regular measurements

Brand image is not a static variable. It can change over time – usually in the medium to long term. It is therefore important to carry out regular measurements once or twice a year to identify trends and developments. This allows you to react quickly to changes and continuously optimize your brand identity.

5. Benchmarking against competitors 

In order to properly classify your brand identity, it is helpful to compare it with that of your competitors. Benchmarking can give you valuable insights into how your brand compares to others in your industry. This can help you identify competitive advantages and adjust your strategies.


Measuring brand image is crucial to ensuring the success of your business. By setting clear goals, selecting appropriate metrics and measuring regularly, marketing managers can gain valuable insights and optimize their brand strategies. Use customer feedback and benchmarking to benchmark your brand identitiy against competitors. By taking the right steps, you can ensure that your brand image is perceived positively and builds customer loyalty.

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