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...