Marketingo kursinis darbas. Introduction. Corporate image, identity and brand. Types of identities. The Actual Identity. The Desired Identity. Ideal Identity. The Communicated and Conceived identities. Measuring the present image. Image measuring model. Stakeholders' analysis. Image audit. Image research methods. Qualitative research. Quantitative research. Mixed methods. Conclusions and recommendations. Bibliography. Santrauka.
Image management is a common concern for every company as it can be crucial for increasing profits, attracting new or retaining old customers and also for implementing other goals of a company. An organization willing to enjoy the benefits of proper image management has to do a constant and purposeful image research. As the importance of this topic is undoubted, the purpose of this paper is to analyze the image management research. To fulfill this task the paper was divided into several parts. Firstly, corporate image and relative elements have been described. This part allowed to take a deeper view into the subject. Afterwards, to fully explain the image research methods, a wider approach has been taken. Second part of the paper includes the overview of three steps that are vital for the image management: definition of different types of identities, measuring the present image, survey and data collection methods. This paper analyzes these subjects in both theoretical and practical levels as scientific literature and data from existing companies’ databases have been used.