Radial Landscape Mapping (a revolution in brand mapping)

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 their brand aligns against a

battery of perceptual equity and image

statements.

Existing brand maps generated through

statistical correspondence analysis are

thought by many to be confusing.

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. 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 Maps

(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

Some examples

Authentic Mexican Food

Great Tasting Food

High Quality Ingredients

Food from scratch

Clean/comfortable atmosphere

Personable. Friendly employees

Treats you like a valued customer

Crave Menu Items

Variety of menu items

Has drive-thru

Healthy nutritious items

Has large portions

Food prepared how you want it

Modern up to date

Gets order right

Simple menu

Open late night/24 hours

Food timely/fast

Convenient nearby location

Good value for money Low prices

Case: Restaurants (competitive brand positioning)

The Menu

Convenience

Value

Service Delivery

Food Quality

Brand A

Brand B

Brand C

Brand D Brand A is perceived to be a convenient offering and to lesser degree a value offering.

Brand D is differentiated by the quality of the food.

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)

Value and Price

Coolness, funky, style, Décor

Taste and product quality

In-store customer experience

Good value

Coffee Price

Food prices

Staying in

Seating/chairs

Toilets

Richness

Latte

Amazing taste Like no other

Cool brand

Funky Stylish Artwork/Decor

Bubbles represent conversational clusters, whilst size indicates level of engagement.

Brand V

Brand X

Brand Y

Brand W

Brand Z

Brand Y is least differentiated by social conversations.

Brand Z stands out v. competitors for the taste & rich flavour of its beverages

Case: Coffee chain (400K social media conversations)

What is so special about the Radial Landscape Maps?

1. The maps provide a means of visualising reams of cross tabular data on brands.

2. They provide a powerful window into the positioning of brands within a competitive landscape.

3. The maps are designed with simplicity in mind.

4. The maps serve different audiences – researchers, brand managers/strategists/planners, creative and product-experience designers.

5. The maps have multiple applications outside of the immediate brand/attribute space. We can capture large amounts of unstructured social media conversations and represent in a powerful map.

“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

Michael Wolfe CEO Bottom Line Analytics E: mjw@bottomlineanalytics.com M: 770.485.0270 www.bottomlineanalytics.com

Masood Akhtar Partner, Analytics (EMEA) Bottom Line Analytics E: ma@bottomlineanalytics.com M: +44 7970 789 663 www.bottomlineanalytics.com