A framework for marketing image management.

TLDR

Managers recognize that customers’ impressions of an organization are crucial, yet companies often rely on ad hoc surveys and focus groups that produce limited or unreliable data. Barich and Kotler propose that a systematic marketing image management approach is necessary to generate actionable, accurate insights. Their framework outlines a cycle of designing studies, collecting and analyzing image data, modifying the image, and monitoring responses.

Abstract

Managers know that the customer's impression of an organization is important. And sometimes companies attempt to determine just what that impression is. They conduct ad hoc surveys and focus groups. But too often the data is insubstantial, or difficult to analyze, or even inaccurate. Barich and Kotler introduce the concept of "marketing image" and describe a system of image management: designing a study, collecting data, analyzing image problems, modifying the image, and tracking responses to that image. They argue that only a systematic approach will yield useful and accurate information that a company can translate into action.