Corporate image

In simple language we can call it the opinion temperature of a company.  The opinion temperature is in fact a composite of all the experiences, impressions, beliefs, feelings and knowledge that people have of your company.

Market Research: Corporate Image

If we talk of an opinion temperature we imply that we can, in fact, measure it - temperature can be measured by a thermometer, whilst Corporate Image can be measured by an Image Study.  A market research corporate image study must measure what is known about a company and what are the perceptions about the company among various groups of people called reference groups or publics.  The measurement of corporate image is normally carried out through a market research study designed around certain objectives agreed between the market research company and the client.