Launching an analysis service to identify factors shaping corporate image ~ Jointly developed by Dentsu Inc. and Nikkei
On May 31, Dentsu Inc. and Nikkei Inc. announced the joint development of the "Corporate Image KPI Model." This model integrates Nikkei's "Corporate Image Survey" and Nikkei newspaper article data with Dentsu Inc.'s proprietary marketing resources and analytical insights.
Utilizing this model enables the identification of factors shaping corporate image, a crucial intangible asset for management. A service providing customized "Nikkei Corporate Value Reports" for individual companies will commence. Additionally, consulting services aimed at enhancing corporate brand value are available.
The base data for the analysis utilizes the "Nikkei Corporate Image Survey," which has conducted regular monitoring of numerous companies since 1988. It measures "favorability," "stock purchase intent," and "employment intent"—indicators most reflective of corporate brand value. For these three metrics, it clarifies the "image structure" mechanism: which of the five image factors—"advancement," "presence," "stability," "excellence," and "technological development capability"—is influencing them.
Furthermore, by utilizing Dentsu Inc.'s marketing resources, data, and analytical insights to decipher the correlation between advertising and corporate image, and by analyzing the text of articles published in the Nikkei newspaper to clarify the relationship between corporate communications to society and corporate image, it seeks to explore the direction corporate communication activities should take.
By identifying factors influencing the corporate image held by the general public and business professionals, the service aims to contribute to the formulation of guidelines for corporate public relations activities, corporate advertising, and recruitment activities.
For details, see the Dentsu Inc. news release: " Dentsu Inc. and Nikkei Jointly Develop 'Corporate Image KPI Model' Analytical Service to Identify Factors Shaping Corporate Image."
Was this article helpful?
Share this article
