Abstract:

The brand image ie to-day an established concept, and most marketing men are veil aware of its immense importance. Consequently brand image studies are now carried out to a great extent in most Western European and the North American markets. Much consideration is also given to the problems of such studies. As Mr. Squirrell has put it, the main purpose of some of these studies nay be said to give a picture as complete and many sided as possible of the brand's position on the market. Their aim is a "diagnosis of the brand situation", as Just described by Mr. Squirrell in his paper. Others have mainly an experimental purpose; they aim chiefly at measuring the effect of certain changes of the factors which are known to determine the brand image.