Lack of consistency or clarity from brand maps

Radial Landscape MapsTM is based on a statistical data reduction technique* designed to measure the

extent to which a set of brand personality attributes are associated with a set of known brands. Analysis

results are illustrated using a ‘Radial Landscape Map’ where brand personality attributes are positioned

out around the perimeter depending on their mutual association/correlation. Individual brands are

positioned inside the map.

Introducing…Radial Landscape MapsTM

(A revolution in brand mapping)

* Adapted statistical correspondence analysis

Brand personality attribute

Fun

Family

Expert

Brand X

Brand Y Caring

Brand Z Boring

Basic

Irritating Tired

Brand W

In some cases, the brand attributes start to cluster together representing an underlying theme or latent construct.

Brand W: Close to the centre - it is almost equally associated with all the personality attributes, but has a marginally higher association with vibrancy, expert and fun.

Brand X: Has a significantly higher association with fun, vibrant and expert.

Brand Y: is being pulled towards family and caring.

Brand Z: Is regarded as a basic, tired and boring brand.

Vibrant

Alpha (2007)

Alpha (2011)

Alpha (2012)

Beta (2007)

Beta(2011)

Beta (2012)

Gamma (2011)

Gamma (2007)

Gamma (2012)

Is affordable

Is genuine and authentic

Worth what is costs

Goes well with food

Sophisticated drink

Always doing new things

Would like to be seen drinking

For football fans

Youthful brand

Is very refreshing

Cool & edgy

Associate with music

Inspires Optimism

Good when having with friends

Is an uplifting drink

Makes moments fun

Thirst quenching brand

Great tasting

Comforting & Relaxing

For someone like me

Has a premium quality

Delta (2007)

Delta (2011/12)

Value & Affordability

Quality

Youthful & Cool Social & Fun

Personal

Base: Daily Drinkers of Alpha only Adapted Statistical Correspondence Analysis

Case: Drinks brand (evolution in image through time)

Case: Brand Love Pyramid / Image Attributes

Base: Rolled up 2007 – 2012 for brand Alpha only Adapted Statistical Correspondence Analysis

Is a brand Icon

Is a brand leader

Innovative

LIKE For someone like me

Is a brand I love

LOVE

EXCLUSIVE LOVE Is a brand I trust

Makes me feel good about myself

Is good for me Is for lively people

Is cool and edgy

Is a popular brand

Inspires optimism

KNOW

ACCEPT

Is an unhealthy drink

Daily Drinkers

Weekly Drinkers

Monthly Drinkers

Less than monthly Drinkers

Lapsed Drinkers

“I was immediately impressed by the elegance of the visual, the ease of understanding it, and the power of the statistical analysis behind it” Leonard F. Murphy Chief Editor & Principal Consultant | GreenBook Research Industry Trends

GreenBook blog article - Radial Landscape Map – A Revolution in Brand Mapping and Data Visualisation. Click Here