Abstract:

The underlying thesis of this presentation is that effective and market-relevant image-building strategies can only be developed based on a precise understanding of consumer reality. An image cannot be determined and established arbitrarily; it must successfully win recognition within a dynamic consumer context and within a constantly developing market. In doing so, strategic advantages can be achieved through the help of morphological market psychology since this examines the turbulent interplay of forces in consumer reality, lending transparency to the developmental context and generally applicable principles to which both the market and the image are subject.