Brand Mapping

Often used to describe a set of techniques designed to represent brands and their similarities in a visual "brand space".

Useful for providing highly intuitive representations in order to position brands on dimensions critical to consumer perceptions in that brand space, a variety of simple to complex statitsical methodologies can be used to create them. Some of the latter include multi-dimensional scaling, factor or cluster analytical methods, and conjoint analysis. Usually these techniques result in brands being mapped on 2 to 3 dimensions. Two dimensional maps are the most popular as they are most easily understood and interpreted by clients. There is also substantive agreement that consumers use only a limited number of separate (though sometimes complex and integrative) concepts to assess brands