The image assessment is a tool that companies use to continuously improve themselves. It consists in the realization of a diagnosis on the image and the notoriety of a company or a brand with its target public. The diagnosis can also focus on the values and the territory of expression of a brand, as well as on its competitors.
The image assessment allows the company to situate its brand image and to make the link between the image it conveys and the image that its targets perceive. The objective is to identify the strengths and weaknesses of the marketing strategies adopted. In this way, it will be easier for managers to boost the winning strategies and improve the areas that do not allow the company to carry the image it wants.
For a company, the realization of a regular image assessment is also essential to ensure the follow-up of the marketing mix.