Wizerunek marki korporacyjnej – specyfika i techniki pomiaru
Corporate brand image – specificity and measurement techniques

Summary/Abstract: Corporate brand category is gaining an increasing interest among both researchers and business practitioners. This raises the need to develop the concept of corporate brand management, image creation and image research methods. Due to differences in the components of the corporate brand image versus product brand image there is a necessity for the adaptation of image research techniques. The aim of the article is to present the specifics of corporate brand image and techniques for its measurement. The article presents techniques of qualitative and quantitative research (construction of questions in the process of data collection and presentation of results in the form of semantic differential and perceptual maps).

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