An image campaign is primarily aimed at improving the image of an organization (for example companies, associations, local authorities).
The image campaign is intended to positively influence the public image of an organization or person and to improve awareness, understanding and acceptance.
In the field of marketing and market research, the image is an influencing factor in purchasing decisions. In order to use the image in advertising to position companies, goods and services, one measures the degree of recognition as well as the popularity of the company or the products. Corresponding surveys (image measurement or image analysis) differentiate between knowledge, meaning and tendencies towards action.
Measures to improve the image are called "image care" or "image campaign". They can also confuse demanders (brand confusion) when they perceive the brand-based image as contradictory to the appearance of the brand in advertising or at the point of sale. Objects that have acquired a cult status can also do without advertising.