brand maps and what they can do: how you are positioned compared to your competitors
TRANSCRIPT
BRAND MAPS AND THEIR BENEFITS: HOW YOU ARE POSITIONED COMPARED TO YOUR COMPETITORS
Redshift Research
RedshiftResearch
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• This is a great way to test how well associated a brand is with core values/attributes
• It also compares perceptions of a brand to its competitors
• The exercise can be repeated over time to evaluate how both the client and its competitors’ perceptions in relation to each other change, so measuring progress towards goals
• As a bespoke exercise it also allows clients to define what success means to them rather than fit to irrelevant market measures
• A great addition to a Brand Audit exercise
• And it’s all done on 1 page!
WHY ARE BRAND MAPS GREAT?
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• Identify who is the closest competition among different groups of potential and current customers
• So you know who you are up against, and when
• Identify the biggest differentiating factor between brands
• So you can choose to reposition and play in a less crowded space
• Or identify USP
• Identify the extent of negative, as well as positive associations
• So you can advise on necessary remedial action
HOW CAN BRAND MAPS BE USED?
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• In its simplest form a perceptual brand map (sometimes called
correspondence maps) is a 3D structure placed on a 2D screen with the
position and the length of attribute lines in relation to the brands
meaning something.
• A 2D map is good for understanding how companies relate in relation to 2 attributes
such as Gartners ‘ability to execute’ and ‘completeness of vision’, but a 3D map
goes further and includes a larger number of attributes with additional axis.
BUT, WHAT IS A BRAND MAP?
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AND THIS IS HOW A SIMPLE BRAND PERCEPTION MAP CAN LOOK
Well supported/backed by good service
Suitable for a business like ours
Copes well with complex tasks
Value for Money
Comprehensive solution
Strong 3D capability
Easy to learn and easy to use
Strong CAD/CAM In-tegration
Innovative and leading edge
Key:Long line = Important differentiatorBrand is close to line = close associationBrand is further away from centre = Is more strongly associated/differentiated by the factors it is near
Attribute
Brand
Strength of differentiation
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• We can go a stage further and relate the associations to
• the needs & requirements of customers
• the likelihood of brands being purchased
• So we you can sift through aspirational and actual behaviour to
• Identify the messages with greatest resonance
• Identify the less crowded space to position
• Judge the balance of emotional and functional relevance required in messaging
• Don’t get distracted by the original ‘Apple Affect”, where the majority aspired, but then spent on competitors
BUT IT CAN BE AN EVEN MORE POWERFUL PLANNING TOOL
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Down to earth
Notoriety
HeritageCompassion
Authenticity
Popular/well known
Exclusivity
Accessibility
Innovativeness
Trustworthiness
COMPLEX BRAND PERCEPTION MAP
Base: 655 in total, but only using data from those aware of each the brand
Importance mean scores (out of 10) shown next to factor
Accessibility – 7.17
Heritage – 6.26
Trustworthiness – 7.58
Compassion – 6.13
Innovativeness – 6.85
Exclusivity – 5.76
Notoriety – 5.77
Key:Long line = Important differentiatorBrand is close to line = Close associationBrand is further away from centre = Is more strongly associated/differentiated by the factors it is near
Down to earth – 6.47
Authenticity – 7.00
Cheaper productsGimmicky pricey productsQuality products
Popular/well known – 6.27The larger the circle, the more likely consumers are to consider the headphone manufacturer
Customer Needs score
Scale of consideration
Nominal grouping of similarly perceived
brands
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• It is a quantitative data modeling technique which requires responses to a small number of scaled (marks out of 10) questions,
• We adapt the attributes to reflect the market in question• We adapt the brands to reflect the market
• We typically collect the data via our on-line panel Crowdology
• In more specialised markets we’d use the telephone
• The questions can easily be incorporated into longer surveys, or run as a standalone exercise
• We need a minimum of 200 responses to produce a robust map, ideally 1,000
SO, HOW DOES REDSHIFT DO BRAND MAPS?
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Map creation
• As an idea a single brand map would only take 3 to 4 days after receipt of the data.
Data collection
• The other aspect is the data collection itself. The key elements that affect time and cost is nature of the audience to be targeted (the more rare, the more expensive and longer to obtain): e.g.
Consumer• Once questions have been agreed, for 1,000 UK consumers it’s a matter of days, more difficult online
audiences a week or two.• Telephone interviews may take 3 to 5 weeks
B2B• Once questions have been agreed it would take 4 to 8 days in field to collect the data for UK Business Decision
Makers across industry using an online methodology. • Telephone interviews may take 4 to 7 weeks
Pitch Support Example
So as an example to run a quick online survey among the general public who use fast food outlets (which is likely to be 100% incidence) it would take just over a week to run once we have a clear ideas of questions
• More accurate time estimates upon request.
POSSIBLE TIME SCALES
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1. A list of attributes (e.g. innovative, accessible, high quality etc.) that the brand is, or wants to be associated with
2. List of additional attributes (+ive or –ive) associated with competitors
3. List of key competitors
HAVING DEFINED YOUR KEY AUDIENCE, THIS IS WHAT WE NEED FROM YOU TO GET STARTED
And we’ll take it from there…….
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MORE INFORMATION
Guy WasherManaging Director
Tel: +441732 356399Mob: +447872024910
Jane HalesClient Services Director
Tel: +441732 356325Mob: +447976 555108
US office 352 Park Avenue South7th FloorNew York, NY 10010