ImageTestLab (2008-2010)Virtual testing of a company’s brand on international markets What kind of image do people have of our brand? How do cultural differences affect the interpretation of our brand? How should we develop our brand and what message should we give about it on international markets? In which new markets would it be worthwhile launching our brand? International brand leadership is especially challenging due to the different market and cultural environments. Gathering international market data and developing experience-based recognition and understanding of international consumers will reap significant rewards when it comes to making choices concerning brands. The aim of the ImageTestLab project is to develop a web-based testing environment for international brand leadership and for collecting and analysing international customer data. In planning the environment, use can be made of the methods developed in design, business administration and IT. The testing environment is first piloted and each participating company’s brand tested on international markets. The testing is being carried out in 2-3 partner countries selected in collaboration with the participating companies. The test results will be presented to the companies in the form of a brand analysis. Companies participating in the project: Oras, Ruukki, Mirka and Jalas.
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