Preface
All brands need to understand how consumers perceive them. Is my brand perceived as modern, innovative, environmentally friendly, etc.? This usually entails setting up regular brand image survey barometers and trackers. Even if online data collection has allowed marketers to significantly decrease the cost of such trackers, they are still costly enough that few brands can afford to run them regularly or in all countries where they operate. However, there is definitely a need for a cost efficient, scalable and reactive measurement: while perceptions remain pretty flat time wise, it would be of great interest to have a tool...