• Company
  • Sales  +1 (800) 646-0520
  • Contact Us
  • Login
Sogolytics – Online Survey Tool Sogolytics – Online Survey Tool Sogolytics – Online Survey Tool Sogolytics – Online Survey Tool
  • Products
    •  
        • Online Survey Tool (DIY)
        • Enterprise Feedback
        • Customer Experience
        • Employee Experience

          Security Automation & Integration Managed Services

        Create professional-looking surveys in minutes with our easy-to-use online survey maker. Enjoy plenty of advanced design, distribution, and analytics options to get the answers you need.

        Explore SogoSurvey
        Check out our easy-to-use online survey tool.
        Survey Design
        Build faster with intuitive survey creation options.
        Survey Distribution
        Publish, track delivery, and collect answers.
        Survey Participation
        Engage your audience to boost response rates.
        Reporting
        Turn results into reports you can share in minutes.
        Data Management
        Control your data in the format of your choice.
        All Features
        Explore our toolbox of powerful features.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoSURVEY

        Related Resources

        Create your First Survey Project Getting Started With Sogolytics – Live Training Bank of Ready-to-Launch Survey Templates

        Meet the most secure and collaborative feedback management and assessment platform on the market, featuring sophisticated analytics and powerful automation and integrations.

        Explore SogoCore
        Step up with our advanced survey solution.
        Take a Tour
        Our all-in-one platform simplifies project flows.
        Mobile App
        Get answers to go with the app that delivers.
        Poll Maker
        Learn how our quick polls make decisions easy.
        Form Builder
        Simplify workflows with quick forms and alerts.
        Assessment
        From quizzes to audits, scores deliver more.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoCORE

        Related Resources

        15 Must-Know Features to Boost Survey Response Rates Build Custom Reports in Minutes – Live Training Bank of Ready-to-Launch Survey Templates

        Improve customer satisfaction and loyalty with the platform that helps you map and monitor key metrics across the customer journey, turning data into insights and action plans.

        Explore SogoCX
        Meet our complete customer experience platform.
        Omnichannel Experience
        Deliver consistently across channels.
        Voice of Customer
        Build understanding through deep listening.
        Customer Journey
        Find and fix friction points for smooth sailing.
        Customer Analytics
        Turn metrics, drivers, and NLP into insights
        Alerts & Action Plans
        React quickly and plan strategically.
        Net Promoter Score (NPS)
        Deepen brand loyalty to improve customer retention.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoCX

        Related Resources

        Top Customer Experience Trends That Emerged in 2023 Your Ultimate Guide to Customer Satisfaction eBook: What Remarkable CX Leaders Do Differently

        Understand, engage, and prioritize your people with the platform that streamlines employee experience management so you can focus on the folks who make your workplace work.

        Explore SogoEX
        Learn about our employee experience platform.
        Employee Engagement
        Uncover the drivers that impact employees most.
        Employee Pulse
        Easily track employee sentiment across time.
        HR Analytics
        Drill down on metrics and open-ended feedback.
        Employee Journey
        Mind the gaps to ensure a consistent employee experience.
        Employee 360 Feedback
        Get the full picture with this powerful multi-view study.
        Candidate Experience
        Improve the experiences of your potential employees, too!
        Employee Wellbeing
        Build a healthier balance to sustain a thriving workplace.
        Performance Management
        Ensure your reviews empower learning and growth.
        Company Culture
        Curate a workplace that really works for you and your team.
        Digital EX
        Streamline digital experiences to keep things moving.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoEX

        Related Resources

        What Employee Experience Leaders Got Right in 2023 Rethink Employee Engagement: How to Fix What’s Broken Treating Employees As Your Most Important Customers
      • Online Survey Tool (DIY)
        • Online Survey Tool (DIY)
        • Survey Design
        • Survey Distribution
        • Survey Participation
        • Reporting
        • Data Management
        • All Features
      • Enterprise Feedback
        • Enterprise Feedback
        • Take a Tour
        • Mobile App
        • Poll Maker
        • Form Builder
        • Assessment
      • Customer Experience
        • Customer Experience Overview
        • Omnichannel Experience
        • Voice of Customer
        • Customer Analytics
        • Ticketing
        • Customer Journey
        • Alerts and Action
        • Net Promoter Score (NPS)
      • Employee Experience
        • Employee Experience Overview
        • Employee Engagement
        • Employee Pulse
        • HR Analytics
        • Employee Journey
        • Employee 360 Feedback
        • Candidate Experience
        • Employee Wellbeing
        • Performance Management
        • Company Culture
        • Digital EX
      • Help Desk Ticketing
        • Help Desk Ticketing
        • Features
        • Closing the Loop
        • Use Cases
    •  
      • Security
      • Automation and Integration 
      • Managed Services
      • Survey Templates
  • Solutions
    • Solutions By Function
        • Function
        • Industry

          Security Automation & Integration Managed Services
        Solutions
        Banks Credit Unions ConsultingFitnessHealthcare
        Higher EducationHospitality Human Resources K12Technology
        See all Solutions
        Case Study
        T3 Expo + Sogolytics
        Read more

        Related Resources

        On-Demand Webinar Library Survey Template Bank
        Solutions
        By Industry

        Quick: What’s that industry in which everyone’s trying to improve customer and employee experiences? Oh, right — that’s every industry! Working to provide better experiences for everyone? There’s a good chance we can help.

        01Credit Union 02Healthcare 03Travel & Hospitality 04Higher Education 05Non-Profit 06B2C 07Airlines 08Manufacturing
        09Financial Services 10Government 11K12 12B2B 13Technology 14Retail 15Automotive 16Fitness
        Case Study
        VPFW + Sogolytics
        Read more

        Related Resources

        On-Demand Webinar Library Survey Template Bank
    • Banks
    • Credit Unions
    • Consulting
    • Fitness
    • Healthcare
    • Higher Education
    • Hospitality
    • Human Resources
    • K12
    • Technology
    • See all solutions
    • Solutions By Industry
        • Credit Union
        • Financial Services
        • Healthcare
        • Government
        • Travel & Hospitality
        • K12
        • Higher Education
        • B2B
        • Non-Profit
        • Technology
        • B2C
        • Retail
        • Airlines
        • Automotive
        • Manufacturing
        • Fitness
    •  
      • Security

        Our top-tier certifications and practices ensure your data privacy and security every step of the way.

      • Automation and Integration 
      • Managed Services
      • Survey Templates

        Professionally designed questionnaires for a wide range of projects allow you to go live in no time.

    •  
      • Customized Success

        Our powerful, flexible solutions serve clients across industries and around the world. Their success is our success.

      • See Case Studies
  • Pricing
  • Customers
  • Company
  • Resources
    •  
        • User Guide
        • Video Library
        • Training
        • Webinars
        • Customer Stories
        • Survey Templates

          Blog Latest Releases
        User Guide

        From how-to to best practices, we’re here for you! Follow along with step-by-step instructions, check out helpful videos, and then dive into the platform and put your learning to work.

        Project type 01Project Basics 02CX Project 03EX Project 04SogoConnect 05Assessments 06Polls
        topic 01Integrations & API 02Billing 03Question Types 04Distribution Methods 05Project Analysis 06Security 07FAQs View All topics
        Welcome
        to sogolytics

        Related Resources

        Create Your First Survey Project Getting Started With Sogolytics – Live Training How to Boost Survey Response Rates – Live Training
        Video Library

        Just as we’re always updating our products, we’re always updating our video resources that help to guide you! Start with the full tour or explore as you go with step-by-step tutorials.

        01Survey Design 02Survey Distribution 03Survey Reports & Data 04Take a Tour
        Welcome
        to sogolytics

        Related Resources

        Create Your First Survey Project Getting Started With Sogolytics – Live Training How to Boost Survey Response Rates – Live Training
        Training

        Whether you’re a design pro, research expert, or newbie to the wide world of surveys, feedback, and experience management, our team is ready to help! Watch and learn or join a live training.

        01Getting started with sogolytics 02Boost survey response rates 03Build custom reports in minutes 04Assessments: a total overview 05Best practices: design 06A deeper dive: advanced options 07What’s New?
        Welcome
        to sogolytics

        Related Resources

        Create Your First Survey Project Common Survey Design Pitfalls (And How to Avoid Them!) Better Reports: Put Omni to Work For You!
        Webinars

        From thought leadership to feedback and experience management best practices, our webinars deliver insights to move you forward. Join us live or check out our on-demand library.

        on-Demand 01SOS Workshop: How to Spot and Correct Survey Mistakes 02How to Effectively Measure Customer Experience and Prove ROI 03Managing Change in the Era of Employee Experience 04L&D Strategies Gone Wrong: Delivering Better Training 05Fueling Customer Confidence & Trust: Critical Data Security Practices View All
        Welcome
        to sogolytics

        Related Resources

        Join Us: SogoX Business Leadership Forum #FavoriteThings: A Recap of 2023’s Favorite Features
        Customer Stories

        Our favorite stories are those our clients tell us about how we’ve helped them to make better decisions and provide better experiences for their most important stakeholders.

        Most popular 01Archbright 02Virginia Physicians for women 03Trumbull county educational center 04All in credit union 05PD self View All
        Welcome
        to sogolytics

        Related Resources

        Join Us: SogoX Business Leadership Forum Live and On-Demand Trainings
        Survey Templates

        Looking for inspiration? Our survey template bank comes fully loaded with a wide range of ready-to-use questionnaires to get you started! Customize, polish, and publish!

        Most popular 01Customer Satisfaction Survey 02Employee Engagement Survey 03Product Evaluation Survey 04Work-Life Balance Survey 05Training Evaluation Form View All
        Welcome
        to sogolytics

        Related Resources

        How to Use Surveys From the Template Bank Live and On-Demand Trainings
      • User Guide
      • Video Library
      • Training
    •  
      • Webinars
      • Customer Stories
      • Survey Templates
      • Blog
      • Latest Release
  • Sign Up Free Sign Up Free
  • Request a Demo Request a Demo
Sogolytics Blog Sogolytics Blog Sogolytics Blog Sogolytics Blog
Sogolytics Blog Sogolytics Blog
  • Products
    •  
        • Online Survey Tool (DIY)
        • Enterprise Feedback
        • Customer Experience
        • Employee Experience

          Security Automation & Integration Managed Services

        Create professional-looking surveys in minutes with our easy-to-use online survey maker. Enjoy plenty of advanced design, distribution, and analytics options to get the answers you need.

        Explore SogoSurvey
        Check out our easy-to-use online survey tool.
        Survey Design
        Build faster with intuitive survey creation options.
        Survey Distribution
        Publish, track delivery, and collect answers.
        Survey Participation
        Engage your audience to boost response rates.
        Reporting
        Turn results into reports you can share in minutes.
        Data Management
        Control your data in the format of your choice.
        All Features
        Explore our toolbox of powerful features.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoSURVEY

        Related Resources

        Create your First Survey Project Getting Started With Sogolytics – Live Training Bank of Ready-to-Launch Survey Templates

        Meet the most secure and collaborative feedback management and assessment platform on the market, featuring sophisticated analytics and powerful automation and integrations.

        Explore SogoCore
        Step up with our advanced survey solution.
        Take a Tour
        Our all-in-one platform simplifies project flows.
        Mobile App
        Get answers to go with the app that delivers.
        Poll Maker
        Learn how our quick polls make decisions easy.
        Form Builder
        Simplify workflows with quick forms and alerts.
        Assessment
        From quizzes to audits, scores deliver more.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoCORE

        Related Resources

        15 Must-Know Features to Boost Survey Response Rates Build Custom Reports in Minutes – Live Training Bank of Ready-to-Launch Survey Templates

        Improve customer satisfaction and loyalty with the platform that helps you map and monitor key metrics across the customer journey, turning data into insights and action plans.

        Explore SogoCX
        Meet our complete customer experience platform.
        Omnichannel Experience
        Deliver consistently across channels.
        Voice of Customer
        Build understanding through deep listening.
        Customer Journey
        Find and fix friction points for smooth sailing.
        Customer Analytics
        Turn metrics, drivers, and NLP into insights
        Alerts & Action Plans
        React quickly and plan strategically.
        Net Promoter Score (NPS)
        Deepen brand loyalty to improve customer retention.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoCX

        Related Resources

        Top Customer Experience Trends That Emerged in 2023 Your Ultimate Guide to Customer Satisfaction eBook: What Remarkable CX Leaders Do Differently

        Understand, engage, and prioritize your people with the platform that streamlines employee experience management so you can focus on the folks who make your workplace work.

        Explore SogoEX
        Learn about our employee experience platform.
        Employee Engagement
        Uncover the drivers that impact employees most.
        Employee Pulse
        Easily track employee sentiment across time.
        HR Analytics
        Drill down on metrics and open-ended feedback.
        Employee Journey
        Mind the gaps to ensure a consistent employee experience.
        Employee 360 Feedback
        Get the full picture with this powerful multi-view study.
        Candidate Experience
        Improve the experiences of your potential employees, too!
        Employee Wellbeing
        Build a healthier balance to sustain a thriving workplace.
        Performance Management
        Ensure your reviews empower learning and growth.
        Company Culture
        Curate a workplace that really works for you and your team.
        Digital EX
        Streamline digital experiences to keep things moving.
        Pricing
        Explore our products and their prices in detail.
        About
        SogoEX

        Related Resources

        What Employee Experience Leaders Got Right in 2023 Rethink Employee Engagement: How to Fix What’s Broken Treating Employees As Your Most Important Customers
      • Online Survey Tool (DIY)
        • Online Survey Tool (DIY)
        • Survey Design
        • Survey Distribution
        • Survey Participation
        • Reporting
        • Data Management
        • All Features
      • Enterprise Feedback
        • Enterprise Feedback
        • Take a Tour
        • Mobile App
        • Poll Maker
        • Form Builder
        • Assessment
      • Customer Experience
        • Customer Experience Overview
        • Omnichannel Experience
        • Voice of Customer
        • Customer Analytics
        • Ticketing
        • Customer Journey
        • Alerts and Action
        • Net Promoter Score (NPS)
      • Employee Experience
        • Employee Experience Overview
        • Employee Engagement
        • Employee Pulse
        • HR Analytics
        • Employee Journey
        • Employee 360 Feedback
        • Candidate Experience
        • Employee Wellbeing
        • Performance Management
        • Company Culture
        • Digital EX
      • Help Desk Ticketing
        • Help Desk Ticketing
        • Features
        • Closing the Loop
        • Use Cases
    •  
      • Security
      • Automation and Integration 
      • Managed Services
      • Survey Templates
  • Solutions
    • Solutions By Function
        • Function
        • Industry

          Security Automation & Integration Managed Services
        Solutions
        Banks Credit Unions ConsultingFitnessHealthcare
        Higher EducationHospitality Human Resources K12Technology
        See all Solutions
        Case Study
        T3 Expo + Sogolytics
        Read more

        Related Resources

        On-Demand Webinar Library Survey Template Bank
        Solutions
        By Industry

        Quick: What’s that industry in which everyone’s trying to improve customer and employee experiences? Oh, right — that’s every industry! Working to provide better experiences for everyone? There’s a good chance we can help.

        01Credit Union 02Healthcare 03Travel & Hospitality 04Higher Education 05Non-Profit 06B2C 07Airlines 08Manufacturing
        09Financial Services 10Government 11K12 12B2B 13Technology 14Retail 15Automotive 16Fitness
        Case Study
        VPFW + Sogolytics
        Read more

        Related Resources

        On-Demand Webinar Library Survey Template Bank
    • Banks
    • Credit Unions
    • Consulting
    • Fitness
    • Healthcare
    • Higher Education
    • Hospitality
    • Human Resources
    • K12
    • Technology
    • See all solutions
    • Solutions By Industry
        • Credit Union
        • Financial Services
        • Healthcare
        • Government
        • Travel & Hospitality
        • K12
        • Higher Education
        • B2B
        • Non-Profit
        • Technology
        • B2C
        • Retail
        • Airlines
        • Automotive
        • Manufacturing
        • Fitness
    •  
      • Security

        Our top-tier certifications and practices ensure your data privacy and security every step of the way.

      • Automation and Integration 
      • Managed Services
      • Survey Templates

        Professionally designed questionnaires for a wide range of projects allow you to go live in no time.

    •  
      • Customized Success

        Our powerful, flexible solutions serve clients across industries and around the world. Their success is our success.

      • See Case Studies
  • Pricing
  • Customers
  • Company
  • Resources
    •  
        • User Guide
        • Video Library
        • Training
        • Webinars
        • Customer Stories
        • Survey Templates

          Blog Latest Releases
        User Guide

        From how-to to best practices, we’re here for you! Follow along with step-by-step instructions, check out helpful videos, and then dive into the platform and put your learning to work.

        Project type 01Project Basics 02CX Project 03EX Project 04SogoConnect 05Assessments 06Polls
        topic 01Integrations & API 02Billing 03Question Types 04Distribution Methods 05Project Analysis 06Security 07FAQs View All topics
        Welcome
        to sogolytics

        Related Resources

        Create Your First Survey Project Getting Started With Sogolytics – Live Training How to Boost Survey Response Rates – Live Training
        Video Library

        Just as we’re always updating our products, we’re always updating our video resources that help to guide you! Start with the full tour or explore as you go with step-by-step tutorials.

        01Survey Design 02Survey Distribution 03Survey Reports & Data 04Take a Tour
        Welcome
        to sogolytics

        Related Resources

        Create Your First Survey Project Getting Started With Sogolytics – Live Training How to Boost Survey Response Rates – Live Training
        Training

        Whether you’re a design pro, research expert, or newbie to the wide world of surveys, feedback, and experience management, our team is ready to help! Watch and learn or join a live training.

        01Getting started with sogolytics 02Boost survey response rates 03Build custom reports in minutes 04Assessments: a total overview 05Best practices: design 06A deeper dive: advanced options 07What’s New?
        Welcome
        to sogolytics

        Related Resources

        Create Your First Survey Project Common Survey Design Pitfalls (And How to Avoid Them!) Better Reports: Put Omni to Work For You!
        Webinars

        From thought leadership to feedback and experience management best practices, our webinars deliver insights to move you forward. Join us live or check out our on-demand library.

        on-Demand 01SOS Workshop: How to Spot and Correct Survey Mistakes 02How to Effectively Measure Customer Experience and Prove ROI 03Managing Change in the Era of Employee Experience 04L&D Strategies Gone Wrong: Delivering Better Training 05Fueling Customer Confidence & Trust: Critical Data Security Practices View All
        Welcome
        to sogolytics

        Related Resources

        Join Us: SogoX Business Leadership Forum #FavoriteThings: A Recap of 2023’s Favorite Features
        Customer Stories

        Our favorite stories are those our clients tell us about how we’ve helped them to make better decisions and provide better experiences for their most important stakeholders.

        Most popular 01Archbright 02Virginia Physicians for women 03Trumbull county educational center 04All in credit union 05PD self View All
        Welcome
        to sogolytics

        Related Resources

        Join Us: SogoX Business Leadership Forum Live and On-Demand Trainings
        Survey Templates

        Looking for inspiration? Our survey template bank comes fully loaded with a wide range of ready-to-use questionnaires to get you started! Customize, polish, and publish!

        Most popular 01Customer Satisfaction Survey 02Employee Engagement Survey 03Product Evaluation Survey 04Work-Life Balance Survey 05Training Evaluation Form View All
        Welcome
        to sogolytics

        Related Resources

        How to Use Surveys From the Template Bank Live and On-Demand Trainings
      • User Guide
      • Video Library
      • Training
    •  
      • Webinars
      • Customer Stories
      • Survey Templates
      • Blog
      • Latest Release
  • Sign Up Free Sign Up Free
  • Request a Demo Request a Demo
Last updated on: Jun 08, 2023

Harnessing Brand Image to Gain a Competitive Advantage

by Gordon Polovin

Estimated Reading Time : 6 mins

The new year offers the perfect opportunity for a fresh look in the mirror, and brand image deserves the same attention. If you’re not sure whether your brand image truly reflects your intentions — and if you’re not sure of your brand image at all! — you’ve come to the right place.

What is brand image in business?

The term “brand image” generally converges on developing customer relations and gaining traction in the marketplace. Customers interact with the company, its products, services, and solutions through a complex touchpoint network. The latter collectively make up the customer experience (CX) that beds itself down in functional, mental, and emotional connections. In combination, all these influences drive customers toward a net impression of the brand and the company behind it.

Essentially, marketing teams’ efforts are successful when the customer behaves strongly in favor of a brand. In other words, despite any hiccups in the customers’ journey to ultimately buying into the company’s offer, customers give the brand a thumbs up. It boils down to a positive brand perception if you will. Conversely, a series of CX mishaps are likely to result in a negative brand image (or a corrupted brand perception) — just the opposite.

Why is brand image so important?

Brand image lies at the center of customer loyalty — the holy grail of professional marketers. It represents repetition-buying for relatively little cost. That’s because the loyalists regard the brand as part-and-parcel of their identity. They see it as an extension of their self-image in a way. Customer retention is a beacon of an entrenched positive brand image while customer churn indicates fuzzy or disintegrating brand image. Therefore, growing one’s revenue and registering a healthy ROI relies heavily on a consistently robust, glowing brand image in the company’s targeted markets.

Brand image

How stable is a brand image?

Brand image depends on a unique combination of customer category thought patterns, driven by its members’ CX. Sometimes news of one key touchpoint coming off the rails goes viral, shattering brand image in an instant, and frightening the stalwart customer into the competitors’ camp.

Suppose a brand image resonates with a few opinion leaders in a group representing substantial buying power. The bulk of the group (i.e., the followers) frequently trips over themselves to make it their own as well. That’s where market momentum comes from. On the other side of the coin, if the market influencers’ sentiments toward a brand image turn sour, group buying activity will dissolve like air in a popped balloon.

To predict how customers may react to certain touchpoints, we can use market segmentation. Grouping prospects by demographic data (e.g., age, religion, language, education, social affiliations, etc.) is a reliable marketing approach based on “sameness” in significant population sections. Used alongside psychographic data (e.g., information on why customers behave the way they do), we can construct fairly accurate CX journeys and thought patterns of the people in the segments.

From yet another angle, brand image is the mental vision of a brand that evokes one of three reactions:

  • An emotional sense of comfort (positive image)
  • A feeling of discomfort (negative image)
  • A flatline attitude (neutral image)

Our senses (smell, hearing, taste, sight, and touch) shape these crucial realities by interacting with all the tools and devices marketing departments employ (see below). Our senses interpret the brand’s vibes, and the brain adds up the parts in a complex cognitive equation.

  • Brand images that pave inroads into markets add up to more than the sum of the parts (i.e., synergy fueling brand image).
  • When the bottom line is less than the parts, the brand image generally goes south.
  • Neutral brands calculate out traditionally but tend to mark time in a standstill position.

Therefore, we can say that brand image is exceptionally fragile, balanced on the delicate balance of people’s attitudes and emotions at any point in time. There’s stability in a “worked for” positive brand image because sentiments are somewhat sturdy. Still, marketers can’t take that for granted. Ignored corruptive CX touchpoints can be lethal to any steadfast brand image.

Touchpoints

What are examples of brand image?

Robust brand image examples

There are many examples of brands worldwide that have carved our market niches on the strength of their images:

  • Millions see Coca-Cola as the beverage at the center of happy occasions where friends and family are celebrating in times of joy and relaxation.
  • The McDonald’s logo ushers in a brand image built on offering inexpensive food, with consistent quality, served quickly.
  • Walmart represents an extensive range of respected quality consumables attached to relatively low prices.
  • Costco rides on an image of wholesale prices of supermarket merchandise to a public used to buying retail.
  • Nike appeals to venturesome outdoor people that are unafraid to take on new challenges (i.e., their “just do it” message implies “don’t be afraid”).
  • Airbnb channels itself as a traveler’s new way of enjoying different locations with five-star hotel comforts, minus premium hotel prices.
  • IBM provides expanding brainpower for big businesses and growing companies with steadfast brand image development.
  • John Deere is the professional farmers’ go-to equipment supplier viewed as affordable to homeowners with relatively simple lawn-caring needs.

Fading brand image examples

Disappearing and crippled brands carrying unrewarding customer experiences abound, as reflected in these potential perceptions:

  • Once regarded as a technology rainmaker, Blackberry has been bustled left and right by competitor actions and is all but washed up.
  • Kmart irrevocably connects to a fading shadow of a once-multiplying “for middle-America” chain now only good for closing stores down.
  • In the eyes of millennials, Harley Davidson is a “grandpa’s bike” — the last thing a modern, hip go-getter wants to be seen riding.
  • Diet Pepsi, originally a brand passenger on the famous “no-calorie” wave, is going out with the tide. Instead, powered by back-to-green, natural ingredients, health fashion is coming down like a perfect storm.
  • Toys R Us entered our lives as the cutting-edge distributor of fun and games for kiddies everywhere in the USA. A few years back, it disintegrated as old-hat, over-priced, and anything but fun as Amazon took over the industry online.

How do you create a brand image?

Creating a powerful brand image can go in one of three directions:

  • Downhill
  • Skyward
  • Nowhere

Let’s deal with each separately.

“Nowhere” and “Downhill” brand image directions

These generally emerge when marketers lack foresight, misjudge their audience, align with misaligned customer sentiment, and have no clear understanding of CX. Moreover, they have an inadequate appreciation of demographic and psychographic data. The net result is that their communications are confusing, fuzzy, contradictory, or go against the grain. When targeted customers fail to identify with a brand or see it as a symbol of their society, the brand image is likely to collapse.

“Skyward” brand image direction

This is a direction that aligns with savvy marketers staying on top of CX in every respect. It involves:

  • Employing support from companies like Sogolytics to conduct ongoing market segmentation research. An overview provided by a brand perception survey answers numerous niggling brand image questions.
  • Strong online reputation management. Developing an engaging eCommerce presence is vital to brand image success. It brings unique slogans, headlines, taglines, keywords, landing pages, and blogs to the front of our attention.
  • Communication impact all around that ultimately embraces word-of-mouth, packaging, social media (audio and visual), and aired ads’ timing. These separate elements combine in a jigsaw puzzle-like fashion to build a positive brand image.
  • Appreciating that a compelling brand image is simultaneously reflecting the functional, emotional, and customer support benefits offered by products and services under its banner.

Plane in the sky

Conclusion

Sogolytics is at the forefront of brand image development from any viewpoint. Their team is at the cutting edge of CX analysis, tracking customer journeys, market segmentation, and marketing surveys across the board. Markets intent on building, maintaining, and adding to brand image platforms gain immeasurably from harnessing these professional skills to bolster their internal activities.

SHARE:
Categories
Customer Experience Market Research

Tags:

Customer experiencecustomer journeyCXmarket-researchmarketing
Write for Us
Everyone has a story — and many of us have lots of stories! Share your experience and expertise with our community as we all learn and grow together.
Learn More

Recent Posts

  • Customer Journey Feedback Mapping: Stop Guessing, Start Listening June 3, 2025
  • Mastering Customer Acquisition: Proven Strategies, Costs, and Best Practices May 27, 2025
  • Promoters, Passives, Detractors: Understanding Net Promoter Score (NPS) & Turning Feedback into Growth May 21, 2025
  • Top 3 Effective Ways to Enhance CX Through Improved EX May 13, 2025
  • Fitness Experience Evolution: At-Home or Gym Workout? May 8, 2025
Love it when you know more?

Subscribe for tips and insights to drive better decisions!

completed tick icon
Thank you!
Your request has been successfully submitted.
GDPR_Seal Hipaa_Compliant AICPA_SOC ISO_Seal
TRUSTe

Download the app for free:

QUICK LINKS

  • Customer Experience (CX) Platform
  • Customer Feedback Management
  • Employee Experience (EX) Platform
  • Enterprise Survey Software
  • Online Survey Tool (DIY)
  • Create Online Survey
  • CXNavigator
  • Automation and Integration

COMPANY

  • About Us
  • Blog
  • Careers
  • Contact Us
  • Newsroom
  • Our Customers
  • Partnerships
  • Sitemap

RESOURCES

  • Getting Started
  • Help
  • Latest Releases
  • Managed Services
  • Survey Templates
  • Talk to an Expert
  • Training Videos
  • Webinars

CONTACT

2291 Wood Oak Drive
Suite 300 Herndon, VA 20171
+1 (800) 646-0520
support1@sogolytics.com
Copyright 2025 Sogolytics. All rights reserved.
  • Privacy Policy
  • Terms of Service
  • Anti-Spam Policy
  • Data & Security
SoGoSurvey – Online Survey Tool
This site uses cookies: Find out more.