Konkurrensbild

Konkurrensbild is a Swedish term used to describe the visual representation or image of competition in a market, field, or context. The word combines konkurrens (competition) and bild (image). It is primarily applied in business, marketing, and media studies to describe how competition is depicted, perceived, and interpreted by audiences, consumers, or stakeholders.

In market research, konkurrensbild refers to the overall impression created by competing brands, including visual identity, messaging, and product presentation. Researchers may map the image of competitors relative to each other using perceptual mapping, surveys, or focus groups to understand how different attributes are associated with each firm.

In branding and communications, firms actively shape their konkurrensbild to emphasize attributes such as price leadership, quality, or innovation. The concept also appears in journalism and media analysis, where it describes how competition is framed in coverage—e.g., which firms are portrayed as leaders, challengers, or underdogs.

Methodologically, studying konkurrensbild can involve content analysis of advertising, corporate communications, and media content, as well as visual analysis of logos, color schemes, and marketing materials to identify the signals sent about competitiveness.

See also: branding, market perception, perceptual mapping, competitive landscape, media framing.