How To Measure Brand Image : A Reasoned Review

The aim of this paper is to review the most important tools and methods used to analyse and measure the brand image. Both traditional and innovative measurements have been considered, including attitude scales, Q-Sort, Natural Grouping, Kelly Repertory Grid, Laddering, Benefit Chain, Projective Techniques, Brand Personality, and Brand Narration. Considering the number of tools presented, the focus is not on their comparison (impossible with so many tools), but on their presentation in a unique paper.This review represents a useful vademecum for both practitioners and researchers in the fields of marketing and economic psychology creating a basis for future research on which comparative tests can be built. This is the first work that presents all the most important inquiry tools aimed to measure the brand image together