INTEGRAL has been intensively involved in image and reputation analyses for brands, institutions and companies for over 30 years. We attach great importance to decision-relevant analyses to determine the efficiency of PR activities and topic management.
In order to find the best solutions for our clients, we use our many years of expertise to devise the right study design and analyse the results with research-based curiosity.
In bivariate and multivariate correlation analyses, we determine the relevance of image impressions and topics for the overall reputation. This enables us to make recommendations as to which content and tonality of public relations activities have the greatest resonance and reputational impact.
It is difficult to determine the importance of image components by asking direct questions - ‘rationally speaking’, everything is important... For this reason, INTEGRAL developed the indirect image relevance analysis many years ago, which focuses on the behavioural relevance of image impressions.
The image relevance analysis comprises three sub-steps:
While the image of a brand, an institution or a company is changeable and can be influenced in the short term, reputation is built up over the long term and is relatively stable. However, it is still possible to influence reputation through advertising or PR.
In our experience, the current reputation of brands, institutions and companies can often be explained by up to a third of the total variance through the associated topics. In this context, systematic topic management is important and makes sense. We help you to identify the most effective topics and measure the reception of your PR measures in a feedback loop.
