In real life, the image of a product, brand or company corresponds to the way in which it is perceived by its clients.

This perception may be based on objective or subjective criteria. Brand image is intrinsically linked to the characteristics of the product or brand in question but is also greatly influenced by promotional strategies.

Brand image can be measured and analysed by studying associations made with this brand by its actual and potential clients and relative to other brands.

Positive brand image bolsters product growth and differentiation versus the competition and may thus trigger real preference.

In Healthcare Market Research, we shall explore the subjective image of your product versus the competition by exposing HCPs or patients to image banks. This technique encourages the expression of emotions and of the most hidden or deeply buried feelings.