Radial Landscape Map®(A revolution in brand mapping)
Knowing how your brand is perceived in the market place is of paramount importance.Brand strategists are always keen to understand how the brand aligns against a battery of perceptual equity and image statements.
At Bottom Line Analytics, we have introduced the Radial Landscape Map*, designed with simplicity and insight in mind.
Introducing Radial Landscape Maps®
Radial landscape mapping 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. Of course, these need not necessarily be brands and attributes. Any two data tabulation is permissible.
Analysis results are illustrated using a ‘Radial Landscape Map’ where brand personality attributes are mapped out around the perimeter depending on their mutual association/correlation.
- 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.
For more, please see associated blog: Link