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Being well-known and having a good image is very important for a company. In fact clients prefer - all other factors being equal - to purchase from a company with a good reputation, and can be willing to pay a relatively higher price for its products.
It is easier for a company with a good image to conquer new clients and keep them; it is also easier to recruit the best employees.
Building a strong image can also be a very effective way to differentiate the products and services of a company from those of its competitors. Naturally, its positioning must be in line with the needs of the clientele segment the company addresses.
A typical pathway for strengthening company notoriety and image involves the following phases:
- analysis of the current situation, to understand how many potential clients know the company and their opinion of it (in itself and in comparison with competitors)
- identification of the company’s strengths and weaknesses
- definition of interventions for improvement
- Market segmentation
- monitoring, after a suitable time span, the results obtained
A large part of the companies that operate in B2C sectors are always very attentive to their image and invest significant resources in conquering a strong positioning on the market.
The companies that operate in B2B sectors have discovered the great importance of positioning more recently, which can represent an effective distinguishing factor in comparison with the competition.
Metron has been conducting research on company notoriety and image since 1988
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us.
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