GfK Barometer of Automotive Awareness and Imagery Study

For Over Twenty-Five Years, the Automotive Industry Standard for Measuring Brand Health

The GfK Barometer of Automotive Awareness and Imagery Study (Image Barometer) is a comprehensive look at key measures of automotive brand equity on a segment-by-segment basis. The Image Barometer process probes into the deep structure of automotive consumers’ attitudes, opinions and perceptions of all the vehicles within each carefully defined segment. From its findings, marketers gain an accurate understanding of their targeted automotive market—with insights into the competitive strengths and weaknesses of segment makes and models. The Image Barometer is an indispensable tool for guiding the development of business plans designed to capture or increase share of mind, share of desire and share of market.

The GfK Barometer of Automotive Awareness and Imagery Study provides in-depth measures of brand health and brand equity—with over 40 segments individually measured—including specific image attributes on a segment-by-segment basis. The ability to gauge brand health at the segment level is a unique and powerful feature of the Image Barometer, which leads to highly actionable strategic plans and tactical decisions.

The study is conducted twice a year, in June and December, though high-volume segments are surveyed four times per year. It includes light vehicle makes and individual car, truck and model segments.

For more information on the GfK Barometer of Automotive Awareness and Imagery Study or any other GfK Automotive product, contact us today.