2. Why we need brand maps?
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.
8. Introducing…Radial Landscape Maps
(A revolution in brand mapping)
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.
Brand personality
attribute
Family
Caring
Brand Y
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 X
Expert
Vibrant
Fun
Brand Y: is being pulled towards family
and caring.
Brand Z: Is regarded as a basic, tired and
boring brand.
Brand W
In some cases, the
brand attributes start
to cluster together
representing an
underlying theme or
latent construct.
Boring
Basic
Tired
Irritating
* Adapted statistical correspondence analysis
Brand Z
10. Brand Personality within a competitive
context - Clothes
Caring
Engaging
Eco-friendly
and caring
Family
Expert
Authentic and
trustworthy
Helpful
Over-priced
Genuine
Reliable
Natural
Ethical
Efficient
Vibrant
Exciting and
lively
Fun
Client: Household cleaning
good manufacturer
Disappointing
Boring
Irritating
Tired
Basic Over-promising
Dull and
tiresome
11. Case: Restaurants (competitive brand positioning)
Crave Menu Items
Authentic Mexican Food
The Menu
Food Quality
Variety of menu items
Simple menu
Great Tasting Food
Brand A is perceived to
be a convenient
offering and to lesser
degree a value
offering.
Has drive-thru
Convenience
Brand D
Brand D is
differentiated by the
quality of the food.
Brand A
Convenient nearby location
High Quality Ingredients
Food from scratch
Clean/comfortable
atmosphere
Modern up to date
Personable. Friendly employees
Treats you like a valued customer
Gets order right
Food timely/fast
Brand B
Open late night/24 hours
Service Delivery
Healthy nutritious items
Brand C
Food prepared how you want it
Low prices
Good value for money
Value
Has large portions
12. Case: Drinks brand (evolution in image through time)
Value &
Affordability
Is affordable
Worth what is costs
Personal
Is genuine and authentic
For someone like me
Gamma (2012)
Quality
Has a premium quality
Delta
(2011/12)
Alpha (2007)
Comforting & Relaxing
Goes well with food
Delta (2007)
Gamma (2011)
Sophisticated drink
Always doing new things
Alpha (2011)
Beta (2012)
For football fans
Beta(2011)
Good when having
with friends
Makes moments fun
Gamma
(2007)
Great tasting
Thirst quenching brand
Alpha (2012)
Is an uplifting drink
Youthful brand
Is very refreshing
Youthful & Cool
Cool & edgy
Beta (2007)
Social & Fun
Inspires Optimism
Base: Daily Drinkers of Alpha only
Adapted Statistical Correspondence Analysis
Associate with music
Would like to be seen drinking
14. Client budget size VS what is considered very
important from suppliers.
EXPERIENCE &
Consultation on best
practices and methodology
effectiveness
CONSULTATIVE SKILLS
Listens well to client needs
DELIVERY AND FINANCIAL
STABILITY
$450K - $749K
Familiarity with client needs
Completes research on agreed timings
Length of experience/time in business
$750K - $999K
Flexibility on changing
project parameters
Breadth of experience in
target segment
Good relationship with supplier
Company is financially stable
Has an access panel
Understands new consumer
communication channels &
technologies
Also does quantitative
research
$1M +
$100K - $249K
High quality analysis
Less than
$100K
Lowest Price
Familiarity with industry
Has knowledgeable staff
PRICE & ACCESS
TO MARKET
Rapid response to requests
Uses sophisticated collection
technology/strategies
KNOWLEADGE &
RESPONSIVENESS
$250K - $449K
Offers a unique methodology/
approach
Previous experience with supplier
Provides high data quality
Provide data analysis services
Use the latest
Good Use the latest
data collection reputation
analytical
QUALITY DATA COLLECTION
technology
packages
TECHNIQUES
15. What data can we use
Structured survey
questions
Unstructured social
media data
Any two-way table will work to
produce a Radial Landscape Map
16. Our unique approach to measuring social “engagement”
Note: Off the shelf ‘sentiment’ metrics are based on automated word counting
and volume of conversation.
Our Approach:
• Is built upon a validated Linguistics based approach known as ‘Stance Shift
Analysis’
• Uncovers the meaning of conversations.
• Generates a metric called the Semantic
• Closely maps hard sales data.
Engagement Index (SEITM)
17. Case: Beverage chain (400K social media conversations)
Stylish
Coolness, funky,
style, Décor
Artwork/Decor
Funky
In-store customer
experience
Toilets
Cool brand
Seating/chairs
Brand V
Staying in
Brand Y is least
differentiated by social
conversations.
Good value
Coffee Price
Brand Y
Brand X
Brand W
Brand Z stands out v.
competitors for the
taste & rich flavour of
its beverages
Food prices
Richness
Brand Z
Value and Price
Bubbles represent conversational clusters, whilst size indicates level of engagement.
Latte
Amazing taste
Like no other
Taste and product
quality
18. Brand positioning using socially engaged chatter
Performance
Safety &
Reliability
Speed
Great Acceleration
Reliable
Power
Safety
BMW is uniquely positioned
on performance qualities.
Durable
Acura is least differentiated
by social chatter
Audi and Jaguar are
differentiated by social
conversations around style
and design.
Elegant Feeling
Gas Mileage
Interior Design
Classic
Styling
To Be Seen Driving
Emotional
Note: Separate analysis - Adapted Statistical Correspondence Analysis
Bubble size represents the buzz/volume of chatter (SEI Conversational Clusters)
Curb Appeal
Style & Design
19. 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.
20. “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
21. Masood Akhtar
Michael Wolfe
Partner, Analytics (EMEA)
Bottom Line Analytics
E: ma@bottomlineanalytics.com
M: +44 7970 789 663
CEO
Bottom Line Analytics
E: mjw@bottomlineanalytics.com
M: 770.485.0270
www.bottomlineanalytics.com
www.bottomlineanalytics.com