Brand Mapping

Brand mapping (or correspondence analysis) allows rows and columns of a data matrix, such as average satisfaction scores for products, to be displayed as points in a two-dimensional space or map. It reduces a complicated set of data to a graphical display which is immediately and easily interpretable.

Brand mapping in brand research

Often used in brand research, brand mapping entails placing product and service attributes together on a map so they can be interpreted simultaneously.

Brands are most strongly associated with the attributes closest to them on the map. If products are placed close to each other, it means they have a similar image or profile in the market.

Sections on Statistical Techniques

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