SlideShare a Scribd company logo
1 of 21
Download to read offline
Radial Landscape Mapping
(a revolution in brand mapping)
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.
Radial landscape mapping
Radial landscape mapping
Radial landscape mapping
Radial landscape mapping
Radial landscape mapping
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
Mapping
Brands &
Attributes
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
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
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
Moving beyond the
brand/attribute space
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
What data can we use
Structured survey
questions

Unstructured social
media data

Any two-way table will work to
produce a Radial Landscape Map
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)
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
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
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
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

More Related Content

Similar to Radial landscape mapping

Dynamics of Brand Personality
Dynamics of Brand PersonalityDynamics of Brand Personality
Dynamics of Brand PersonalitySj -
 
The Brand Canvas Template.pptx
The Brand Canvas Template.pptxThe Brand Canvas Template.pptx
The Brand Canvas Template.pptxKeerthiR64
 
Brand management
Brand managementBrand management
Brand managementStudent
 
Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...
Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...
Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...AimFireMarketing
 
What Is Brand Heart
What Is Brand HeartWhat Is Brand Heart
What Is Brand HeartDan OPRESCU
 
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10Le Web
 
167714 633736684762918750
167714 633736684762918750167714 633736684762918750
167714 633736684762918750dcsastudent
 
167714 633736684762918750
167714 633736684762918750167714 633736684762918750
167714 633736684762918750dcsastudent
 
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesBrand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesDarshan Shamsundar
 
Brand Management - Symbol, Character, Equity, Loyalty
Brand Management - Symbol, Character, Equity, LoyaltyBrand Management - Symbol, Character, Equity, Loyalty
Brand Management - Symbol, Character, Equity, LoyaltyDarshan Shamsundar
 
Segmentation, Targeting & Positioning and Product branding
Segmentation, Targeting & Positioning and Product brandingSegmentation, Targeting & Positioning and Product branding
Segmentation, Targeting & Positioning and Product brandingArfan Ahmed Shourov
 
Adv 435 ch 5 strategy
Adv 435 ch 5 strategyAdv 435 ch 5 strategy
Adv 435 ch 5 strategyLen Kornblau
 
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful InnovationStrategic Design and Meaningful Innovation
Strategic Design and Meaningful InnovationNathan Shedroff
 

Similar to Radial landscape mapping (20)

Brand and Competitive Positioning
Brand and Competitive PositioningBrand and Competitive Positioning
Brand and Competitive Positioning
 
Dynamics of Brand Personality
Dynamics of Brand PersonalityDynamics of Brand Personality
Dynamics of Brand Personality
 
The Brand Canvas Template.pptx
The Brand Canvas Template.pptxThe Brand Canvas Template.pptx
The Brand Canvas Template.pptx
 
Brand management
Brand managementBrand management
Brand management
 
Introduction to branding
Introduction to brandingIntroduction to branding
Introduction to branding
 
Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...
Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...
Branding & Cost-Effective Marketing Strategies - AimFire Marketing - Indianap...
 
Brand management
Brand managementBrand management
Brand management
 
What Is Brand Heart
What Is Brand HeartWhat Is Brand Heart
What Is Brand Heart
 
Branding & social media
Branding & social mediaBranding & social media
Branding & social media
 
Managing Brand Equity
Managing Brand EquityManaging Brand Equity
Managing Brand Equity
 
Brand Equity
Brand EquityBrand Equity
Brand Equity
 
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10
The Age of You - Bertrand Chauvet, Interbrand - LeWeb 2014, Dec 10
 
167714 633736684762918750
167714 633736684762918750167714 633736684762918750
167714 633736684762918750
 
167714 633736684762918750
167714 633736684762918750167714 633736684762918750
167714 633736684762918750
 
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, ChallengesBrand Management - Importance, Difference, Logic, Model , Reasons, Challenges
Brand Management - Importance, Difference, Logic, Model , Reasons, Challenges
 
Brand Management - Symbol, Character, Equity, Loyalty
Brand Management - Symbol, Character, Equity, LoyaltyBrand Management - Symbol, Character, Equity, Loyalty
Brand Management - Symbol, Character, Equity, Loyalty
 
Segmentation, Targeting & Positioning and Product branding
Segmentation, Targeting & Positioning and Product brandingSegmentation, Targeting & Positioning and Product branding
Segmentation, Targeting & Positioning and Product branding
 
Adv 435 ch 5 strategy
Adv 435 ch 5 strategyAdv 435 ch 5 strategy
Adv 435 ch 5 strategy
 
Strategic Design and Meaningful Innovation
Strategic Design and Meaningful InnovationStrategic Design and Meaningful Innovation
Strategic Design and Meaningful Innovation
 
branding
 branding branding
branding
 

More from Masood Akhtar

Earned Media Amplification - Personal Care Brand
Earned Media Amplification - Personal Care BrandEarned Media Amplification - Personal Care Brand
Earned Media Amplification - Personal Care BrandMasood Akhtar
 
Message Mix Modeling - Leveraging Creative for Sales Growth
Message Mix Modeling - Leveraging Creative for Sales GrowthMessage Mix Modeling - Leveraging Creative for Sales Growth
Message Mix Modeling - Leveraging Creative for Sales GrowthMasood Akhtar
 
GE Lifesciences - Social Listening for Scientists
GE Lifesciences - Social Listening for ScientistsGE Lifesciences - Social Listening for Scientists
GE Lifesciences - Social Listening for ScientistsMasood Akhtar
 
Hospitality Econometrics - case study_BLA GLOBAL
Hospitality Econometrics - case study_BLA GLOBALHospitality Econometrics - case study_BLA GLOBAL
Hospitality Econometrics - case study_BLA GLOBALMasood Akhtar
 
Social Listening for Scientists - BLA Case Study
Social Listening for Scientists - BLA Case StudySocial Listening for Scientists - BLA Case Study
Social Listening for Scientists - BLA Case StudyMasood Akhtar
 
Insights into the Customer Journey
Insights into the Customer JourneyInsights into the Customer Journey
Insights into the Customer JourneyMasood Akhtar
 
Rethinking Social Media Measurement
Rethinking Social Media MeasurementRethinking Social Media Measurement
Rethinking Social Media MeasurementMasood Akhtar
 
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Masood Akhtar
 
Marketing Econometrics Intro_BLA GLOBAL
Marketing Econometrics Intro_BLA GLOBALMarketing Econometrics Intro_BLA GLOBAL
Marketing Econometrics Intro_BLA GLOBALMasood Akhtar
 
Used car Dealership econometrics case study
Used car Dealership   econometrics case studyUsed car Dealership   econometrics case study
Used car Dealership econometrics case studyMasood Akhtar
 
Key city tourist destination econometrics BLA GLOBAL 2014
Key city tourist destination econometrics BLA GLOBAL 2014Key city tourist destination econometrics BLA GLOBAL 2014
Key city tourist destination econometrics BLA GLOBAL 2014Masood Akhtar
 
Social Media VOC Measurement for Airlines
Social Media VOC Measurement for AirlinesSocial Media VOC Measurement for Airlines
Social Media VOC Measurement for AirlinesMasood Akhtar
 
Lottery Corporation Media Mix Optimisation BLA Global
Lottery Corporation Media Mix Optimisation BLA GlobalLottery Corporation Media Mix Optimisation BLA Global
Lottery Corporation Media Mix Optimisation BLA GlobalMasood Akhtar
 
Getting the Price Right
Getting the Price RightGetting the Price Right
Getting the Price RightMasood Akhtar
 
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013Masood Akhtar
 
Social Media Analytics for New Product Assessment
Social Media Analytics for New Product AssessmentSocial Media Analytics for New Product Assessment
Social Media Analytics for New Product AssessmentMasood Akhtar
 
Measuring social engagement in the retail beverage business
Measuring social engagement in the retail beverage businessMeasuring social engagement in the retail beverage business
Measuring social engagement in the retail beverage businessMasood Akhtar
 
Monetising Fan Engagement from Sponsorships and Sports Events
Monetising Fan Engagement from Sponsorships and Sports EventsMonetising Fan Engagement from Sponsorships and Sports Events
Monetising Fan Engagement from Sponsorships and Sports EventsMasood Akhtar
 

More from Masood Akhtar (20)

Earned Media Amplification - Personal Care Brand
Earned Media Amplification - Personal Care BrandEarned Media Amplification - Personal Care Brand
Earned Media Amplification - Personal Care Brand
 
Message Mix Modeling - Leveraging Creative for Sales Growth
Message Mix Modeling - Leveraging Creative for Sales GrowthMessage Mix Modeling - Leveraging Creative for Sales Growth
Message Mix Modeling - Leveraging Creative for Sales Growth
 
GE Lifesciences - Social Listening for Scientists
GE Lifesciences - Social Listening for ScientistsGE Lifesciences - Social Listening for Scientists
GE Lifesciences - Social Listening for Scientists
 
Hospitality Econometrics - case study_BLA GLOBAL
Hospitality Econometrics - case study_BLA GLOBALHospitality Econometrics - case study_BLA GLOBAL
Hospitality Econometrics - case study_BLA GLOBAL
 
Social Listening for Scientists - BLA Case Study
Social Listening for Scientists - BLA Case StudySocial Listening for Scientists - BLA Case Study
Social Listening for Scientists - BLA Case Study
 
Insights into the Customer Journey
Insights into the Customer JourneyInsights into the Customer Journey
Insights into the Customer Journey
 
Rethinking Social Media Measurement
Rethinking Social Media MeasurementRethinking Social Media Measurement
Rethinking Social Media Measurement
 
Lottery,.mmo (1)
Lottery,.mmo (1)Lottery,.mmo (1)
Lottery,.mmo (1)
 
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014
Customer Journey Insights using Structural Equation Modelling_BLA GLOBAL 2014
 
Marketing Econometrics Intro_BLA GLOBAL
Marketing Econometrics Intro_BLA GLOBALMarketing Econometrics Intro_BLA GLOBAL
Marketing Econometrics Intro_BLA GLOBAL
 
Used car Dealership econometrics case study
Used car Dealership   econometrics case studyUsed car Dealership   econometrics case study
Used car Dealership econometrics case study
 
Key city tourist destination econometrics BLA GLOBAL 2014
Key city tourist destination econometrics BLA GLOBAL 2014Key city tourist destination econometrics BLA GLOBAL 2014
Key city tourist destination econometrics BLA GLOBAL 2014
 
Social Media VOC Measurement for Airlines
Social Media VOC Measurement for AirlinesSocial Media VOC Measurement for Airlines
Social Media VOC Measurement for Airlines
 
Lottery Corporation Media Mix Optimisation BLA Global
Lottery Corporation Media Mix Optimisation BLA GlobalLottery Corporation Media Mix Optimisation BLA Global
Lottery Corporation Media Mix Optimisation BLA Global
 
Getting the Price Right
Getting the Price RightGetting the Price Right
Getting the Price Right
 
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013
Using the SEI to Magnify the Voice of the Movie Audience BLA Global 2013
 
Social Media Analytics for New Product Assessment
Social Media Analytics for New Product AssessmentSocial Media Analytics for New Product Assessment
Social Media Analytics for New Product Assessment
 
Measuring social engagement in the retail beverage business
Measuring social engagement in the retail beverage businessMeasuring social engagement in the retail beverage business
Measuring social engagement in the retail beverage business
 
Monetising Fan Engagement from Sponsorships and Sports Events
Monetising Fan Engagement from Sponsorships and Sports EventsMonetising Fan Engagement from Sponsorships and Sports Events
Monetising Fan Engagement from Sponsorships and Sports Events
 
BLA Capabilities
BLA CapabilitiesBLA Capabilities
BLA Capabilities
 

Recently uploaded

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsP&CO
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..dlewis191
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakEditores1
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Onlinelng ths
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfHajeJanKamps
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Reportamberjiles31
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfCharles Cotter, PhD
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato pptElizangelaSoaresdaCo
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024Stephan Koning
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfSourav Sikder
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursKaiNexus
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxJemalSeid25
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinAnton Skornyakov
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGlokeshwarmaha
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhangmcgroupjeya
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...AustraliaChapterIIBA
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentationbaron83
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.mcshagufta46
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...IMARC Group
 

Recently uploaded (20)

Entrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizationsEntrepreneurship & organisations: influences and organizations
Entrepreneurship & organisations: influences and organizations
 
Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..Team B Mind Map for Organizational Chg..
Team B Mind Map for Organizational Chg..
 
Tata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerakTata Kelola Bisnis perushaan yang bergerak
Tata Kelola Bisnis perushaan yang bergerak
 
To Create Your Own Wig Online To Create Your Own Wig Online
To Create Your Own Wig Online  To Create Your Own Wig OnlineTo Create Your Own Wig Online  To Create Your Own Wig Online
To Create Your Own Wig Online To Create Your Own Wig Online
 
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdfPDT 89 - $1.4M - Seed - Plantee Innovations.pdf
PDT 89 - $1.4M - Seed - Plantee Innovations.pdf
 
Project Brief & Information Architecture Report
Project Brief & Information Architecture ReportProject Brief & Information Architecture Report
Project Brief & Information Architecture Report
 
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdfTalent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
Talent Management research intelligence_13 paradigm shifts_20 March 2024.pdf
 
Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024Borderless Access - Global Panel book-unlock 2024
Borderless Access - Global Panel book-unlock 2024
 
Plano de marketing- inglês em formato ppt
Plano de marketing- inglês  em formato pptPlano de marketing- inglês  em formato ppt
Plano de marketing- inglês em formato ppt
 
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 Building Your Personal Brand on LinkedIn - Expert Planet-  2024 Building Your Personal Brand on LinkedIn - Expert Planet-  2024
Building Your Personal Brand on LinkedIn - Expert Planet- 2024
 
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdfChicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
Chicago Medical Malpractice Lawyer Chicago Medical Malpractice Lawyer.pdf
 
Developing Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, OursDeveloping Coaching Skills: Mine, Yours, Ours
Developing Coaching Skills: Mine, Yours, Ours
 
Introduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptxIntroduction to The overview of GAAP LO 1-5.pptx
Introduction to The overview of GAAP LO 1-5.pptx
 
Slicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup BerlinSlicing Work on Business Agility Meetup Berlin
Slicing Work on Business Agility Meetup Berlin
 
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISINGUNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
UNLEASHING THE POWER OF PROGRAMMATIC ADVERTISING
 
MC Heights construction company in Jhang
MC Heights construction company in JhangMC Heights construction company in Jhang
MC Heights construction company in Jhang
 
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
IIBA® Melbourne - Navigating Business Analysis - Excellence for Career Growth...
 
MoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor PresentationMoneyBridge Pitch Deck - Investor Presentation
MoneyBridge Pitch Deck - Investor Presentation
 
A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.A flour, rice and Suji company in Jhang.
A flour, rice and Suji company in Jhang.
 
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
Boat Trailers Market PPT: Growth, Outlook, Demand, Keyplayer Analysis and Opp...
 

Radial landscape mapping

  • 1. Radial Landscape Mapping (a revolution in brand mapping)
  • 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