perspective, where qualitative interviews are the main research instrument. But in
order to really understand a culture and interpret manifestations correctly, inter-
views and observation may not always be enough. Interaction with and immersion
into the culture can be necessary to ensure the right interpretation (refer to chapter
9 for a fuller description of ethnographic methods).
The external elements of brand identity: methods for the study of image and
reputation
The object of analysis when collecting data and learning about image and repu-
tation is, on the one hand, the positioning of the company image in relation to
competitors and, on the other hand, research of image from the receivers’ point of
view. When studying the image and reputation of a brand in relation to
competitors, surveys and laddering techniques are frequently used. But in order to
get a deep understanding of how and why consumers associate a certain image
with a brand, methods from cognitive and social psychology are used to inves-
tigate consumer perceptions and evaluations of image and reputation. Attitudes
and perceptions are key elements when trying to understand the formation of an
image and the mechanisms behind how image and reputation can be studied:
- Perception.Human beings perceive through sensory processes involving
sight, sound, taste and hearing. After having absorbed inputs with our senses,
it is time to perceive them. Perception is the process of meaning creation
where the brain identifies input patterns and recognizes certain elements as
being intertwined. - Cognition.Before being able to think about sensory inputs and messages,
they must be perceived and recognized. Consumers construct mental repre-
sentations (images) and develop an understanding of what they have
perceived – recognition process. This process takes place through abstract
cognitive units rather than in language based units. These cognitive units are
created through the use of images, words and symbols. Cognitive units link
object (apple) and attribute (green), and action (donation of money to charity)
to subject (a corporation). The cognition process is hence mental images
capturing spatial relationships and ensuring recognition. - Attitudesare the general evaluations people make of themselves, other
people, objects and issues. Attitudes are emotional and influence how people
behave. Attitudes can make people react. (In brand management it is
important to know exactly which brand initiatives make consumers react =
consume.) It is difficult to predict to what extent attitudes affect action, but
one thing is sure: people are more predisposed to act when some kind of
change of circumstance causes them to evaluate their attitudes.
Understanding how cognitive units work and what makes consumers change their
attitudes and maybe change consumption patterns is very valuable when
researching brand image and reputation. Any research design for the investigation
68 Seven brand approaches