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Brand mapping
- 1. BRAND MAPPING :MS – EXCEL Dr. Pooja Associate Professor RDIAS
- 2. Time line ☻Introduction toBrand Mapping ☻Benefits of Brand Mapping ☻Tips for creating Brand Perceptual Maps ☻Research Methodology and Data Collection ☻Developing Questionnaire for data collection ☻Tool Introduction ☻Learning Brand Mapping using MS - Excel ☻Result Interpretation and analysis ☻Using the result in brand positioning statement and Brand Mapping to get edge over competitors ☻Doubts Clarification
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- 4. WHO? WHAT? Industry ExpertsImage, Identity, Growth, Links, References, Connections, and Exposure Academicians Personal, Educational, Experience, Research, Skills, Industry Engagements, Knowledge, Projects, Position, Status etc. Entrepreneurs Product, Service, Idea, and Concept Students Achievements, Knowledge, Marks, Internship, Projects, Technical, and Job skills
- 5. POP & POD Youcannot have points of difference (PODs) without having points of parity (POPs)
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- 7. A Brand mapis a visual display of data that shows customer (or potential customer) perceptions of brands, relative to their competition
- 8. Benefits of Brand Mapping ☻Brandmaps provide a myriad of information ☻Identify the perception of your individual brand ☻Understand how individual brand is compared to it’s competitor ☻Identify the closest competitor ☻Identify the biggest differentiating factor (USP) ☻Identify the extent of negative, as well as positive associations
- 9. Tips for creating BrandPerceptual Maps ☻Find the areas of “white space” and “clear air” where brands could move in to, and stand out from the competition ☻Who the main competitors are? ☻If current marketing messaging is having an effect on perceptions ☻What changes need to be made to messaging in order to differentiate the brand from competitors
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- 11. Research Methodology Data Collection(1/3) A brand mapping exercise can be conducted in isolation, although it is usually included in a wider research project
- 12. Research Methodology Data Collection(2/3) These are the typical steps required to produce a brand map: ☻First, the brands to be included must be agreed upon and ideally should be between 5 and 8. ☻The list of brand attributes should be decided, that should include both negative, positive and neutral attributes. These attributes should be relevant to the brand and market. The attributes should be more than brands for better analysis, so we would suggest between 8 and 10. ☻The questions should be constructed and then asking which attributes is most associated with each brand by the respondants ☻Put the questions into field and Sample Size should be a minimum of 100 responses; but ideally 1,000 responses should be collected
- 13. ☻ Number ofCompetitors: 2 – 8 ☻ Number of Variables – more than no. of competitors ☻ For example: ☻ No. of Competitors : 4 ☻ No. of Variables: 6 ☻ How To select Variables (POP & POD) ☻ Quantitative and/or Qualitative Questions ☻ Sample Size : 100 – 1000 ☻ Scale: 1-5 ☻ X and Y axis : Variables Research Methodology Data Collection (3/3)
- 14. Sometimes a pictureis worth a thousand words. A perceptual map is a good example. It shows you, at a glance, how your brand compares to others. It indicates key attributes for your product category; which brands are associated with which attributes; whether your brand image is positive or negative; if your positioning is unique or close to another's; and what attributes you'd need to change to improve your image. Developing Questionnaire for Data Collection (1/2)
- 15. Developing Questionnaire for DataCollection (2/2) ☻ Step 1 – Select 02 determinant attributes Product Category Likely Determinant Attributes Shoes Comfort, design/style, quality, functionality Instant coffee Flavor/taste, country of origin, variety, quality Breakfast cereal Healthiness, sugar level, variety, fun/boring factor Holiday destination Temperature, travel distance, culture difference, facilities Camera Zoom, memory, size/weight, picture quality ☻ Step 2 – List the main competitors in the product category ☻ Step 3 – Create scores for these brands. The simplest way to do this is by using simple 1 to 5 rating scale
- 16. Very High HighNeutral Low Very Low Maruti Hyundai Tata Other 1 Other 2 Other 3 What do you perceive about the PRICE of the following Brands? Very High High Neutral Low Very Low Maruti Hyundai Tata What do you perceive about the SERVICE of the following Brands?
- 17. There are manytypes of perceptual maps and these maps are based on customer perception • Simple Maps - consists only two or three variables • Complex Maps - consists more than three variables and created using multivariate factor analysis Perpetual Mapping/ Brand Mapping/ Correspondence Analysis/ Positioning map can be made using MS-EXCEL , different statistical software’s such as Minitab or SPSS, and other possible software's. Tool Introduction
- 18. Learning Brand Mapping usingMS-EXCEL (1/4) Step 1 : To decide the objective of the map by developing a hypothesis and start the Due Diligence Check the Ground Reality Monitor Competition and New products Look for Gaps Impact of Campaigns Understand the Segments Track the Preference Changes
- 19. Learning Brand Mapping usingMS-EXCEL (2/4) Step 2 : How to create a Perceptual Map (based on customer perception) Narrow down the Attributes It is important to understand which attributes of your brand is to be compared with the competitors’ in the perceptual map Competitor Study • Make a comprehensive list of the nearest competitors and their products that are currently in the market. • Narrow down the competitors’ list to 4-5 only (for simple perpetual map), based on position of your brand, your closest competition, or their market value
- 20. Market research When itcomes to the data, you have these options: Based on your personal experience of the existing market Secondary Research from all reliable sources Primary Research generating your own data by doing a survey Learning Brand Mapping using MS-EXCEL (3/4) Step 2 : How to create a Perceptual Map using MS- EXCEL
- 21. We are analysingMaruti Suzuki brand against it’s competitors X axis : Price Y axis : Variables such as Availability, Service Channel, Built Quality, Advertisement etc Bubble Size : Market share of Brands through secondary research (Our brand : Maruti Suzuki) Learning Brand Mapping using MS-EXCEL (3/4) Step 3 : Create the Perceptual Map using MS-EXCEL
- 22. Learning Brand Mapping usingMS-EXCEL (4/4)
- 23. Result Interpretation and Analysis ValueAnalysis Competitive Analysis Opportunity Analysis Make observations on the perceived value and try to develop an understanding of the market norms for the current situations Understanding the behaviour of a brands against the competition based on different attributes. Analyse the possible competitive scenario and draw insights from their Look for the potential gap or open spaces where a new product/ technology could potentially be positioned successfully
- 24. ☻Make plans confidently ☻Forecasttrending Variables ☻Identify the ‘noisy’ places and messages to avoid ☻Identify where you can steal a march on the competition ☻Overcome the problem of echo chambers ☻Develop thought leadership content on the most engaging topics Edge over the Competitors through Brand Mapping (1/2)
- 25. ☻It’s a threestep, blended methodology process: ☻Using online tools to identify and track “noise” around a topic – digital analytics (listening) ☻Ask the audience what they want to hear about now and in the future (asking) ☻Mapping conversation noise against the audience’s interest to find the ‘Clear Air’ or Hot Zone Edge over the Competitors through Brand Mapping (2/2)
- 26. Contact ☻Dr. Pooja (PhD.In Management) dr.pooja@rdias.ac.in pbpoojabahl@gmail.com
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