UNDERSTANDING BRAND SCHEMAS THROUGH

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UNDERSTANDING BRAND SCHEMAS THROUGH BRAND
CONCEPT MAPS
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BRAND CONCEPT MAPS

• Identifies Salient Brand Associations
• Individual maps are aggregated into consensus
  maps
• Method requires little experience or statistical
  techniques

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Procedure for Constructing Brand Concept Maps

• I. Elicitation Stage
• Solicit brand associations through open-ended
  questions about the brand
• Select those that at least 50 of respondents
  mentioned
• Write these associations on cards

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Procedure for Constructing Brand Concept Maps

• II. Mapping Stage
• Tell respondent to think about brand, look over
  cards select relevant ones, add cards if needed
• Explain BCM with an example, stressing
  significance of line types
• Have respondent construct BCM for target brand,
  with target brand in middle

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Procedure for Constructing Brand Concept Maps

• III. Aggregation Stage
• Identify core brand associations (50 cutoff)
• Identify first-order associations (ratio of
  first-order mentions/total mentions needs to be
  greater than 50)
• Remaining core brands are placed on the map
  linking them to first-order associations and all
  other links are made (ave. number of times each
  link mentioned across maps as cut-off)
• For each link place lines (1-3) to signify
  intensity of connection (average number of lines
  respondents used to represent that linkage in
  their individual map)

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Implication of Brand Schemas

• Assess Positioning strategy vis-a-vis
  positioning
• Brand Extensions
• Schema-Consistent Inferences
• Categorization

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CONTENT vs. STRUCTURE
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Implications of Categorization

• Taxonomic vs. Goal Derived
• Similarity
• Impact of product/category knowledge
• Context Dependency
• Likelihood of retrieving alternative
• Defines Competitors
• Substitutes (Donut example)
• Measuring market share

• (attributional vs. relational)

• Things for breakfast vs. things for breakfast
• when on the run

• Share-of-stomach measure

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Implications of Categorization

• Brand Evaluation
• Expectations
• Proximity to prototype
• Category incongruency
• Piecemeal vs. Schema-driven affect

• New Beverage Zippy
• Carbonated
• Coffee-flavored
• Served cold
• With or without milk

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New Product Positioning

• ACHIEVING THE RIGHT MIX
• Associate brand with appropriate category
• Differentiate brand from other category members

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New Product Positioning

• ASSOCIATE YOUR BRAND TO WHAT??