A visual way to explore brand imagery

BrandSight Gallery is a collection of visual images validated for international research. This article describes its development and use.

A Visual Way to Explore Brand Imagery

Rory Morgan, Research International, descibes the development and use of BrandSight Gallery, a collection of visual images validated for international research.

A commonplace observation in current literature is that branding as a process of product differentiation is increasingly focusing on non-tangible rather than tangible factors – in other words, consumers perceive fewer and fewer differences between products in terms of physical specification and functionality. It has been observed that the so-called ‘softer’ side of branding – the image, the personality and the quality of the relationship between brand and consumer – has...

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