IMAGE MARKETING ASSESSMENT METHODS

The article actualizes the necessity of image marketing assessment within the framework of the author’s concept View, which considers image marketing as a complex process of image management in order to achieve its stronger status. Image marketing assessment allows considering the image not only from the point of view of visual perception, but also as a valuable asset that requires constant management. In the conditions of high competition in the market, consumers choose proven brands, and the image becomes a key factor in this choice, which determines the need for its assessment. This study identifies three levels of image marketing (territory, organization, personality) and offers assessment methods aimed at identifying the strengths and weaknesses of the image. The analytical methods presented in the article are a practical toolkit that allows organizations and territories to identify problem areas of the image and develop targeted strategies to eliminate them. The article develops five analytical methods: the profile method, the graphical “radar” method, the rating model, the “traffic light” method and the adapted “color model”. The profile method allows for a comparative analysis of various aspects of the image, identifying strengths and weaknesses in comparison to competitors. The graphical “radar” method provides visualization of key characteristics of the image, simplifying their perception and analysis. The rating model allows for an image to be assessed based on specified criteria, and the “traffic light” method provides a visual indication of problem areas. The adapted “color model” allows for the emotional perception of the image by the target audience. Together, these methods make it possible to comprehensively assess the image at three levels, identify “deficiencies” and develop strategies for their elimination. The scientific novelty of the study lies in proposing new approaches to assessing image marketing, which contributes to its further development and optimization of management decisions. The practical significance of the work lies in creating a toolkit for assessing image marketing, which can be used to increase the competitiveness, loyalty and investment attractiveness of image objects. The results of the study can be applied to diagnose image problems and transform a strong image into reputation capital, which is a strategically important asset for organizations and territories.

image marketing, territory image, organization image, personality image, profile method, radar method, rating model of image marketing, “traffic light” method, “color mod- el”, image status

Kasimova E. R., Kuznetsova E. V., Ruvenny I. Y. Image marketing assessment methods. Biznes. Obrazovanie. Pravo = Business. Education. Law. 2025;2(71):39—45. DOI: 10.25683/VOLBI.2025.71.1269.