Reference : Brand Concept Maps: a New Approach to Market Segmentation
Scientific congresses and symposiums : Unpublished conference/Abstract
Business & economic sciences : Marketing
Brand Concept Maps: a New Approach to Market Segmentation
Brandt, Céline mailto [Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général >]
Pahud de Mortanges, Charles mailto [Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général >]
Bluemelhuber, Christian [ > > ]
Van Riel, Allard [ > > ]
3rd Thought Leaders International Conference on Brand Management
University of Birmingham
[en] Segmentation ; Brand Concept Mapping ; Brand Image Perception
[en] This chapter aims to expand the domain of brand image perception measurement by providing a method for eliciting brand associative networks and comparing it with traditional brand image measurement methods. This article then argues that these networks may differ from one individual to another, depending on the cultural background and/or the experience with the brand. Accordingly, the author introduces a methodology of clustering consumers with similar perceptions into distinct segments, which can be targeted differently. Using picture analysis and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are extracted and utilized as an input for the creation of 160 individual associative networks.
These networks are first aggregated to emphasize the brand reputation and subsequently clustered into 6 segments. This paper provides clear arguments for using associative networks as the preferred method to capture the complete brand image. The paper discusses implications of perceptual segmentation for image management, brand positioning, perceptual competition analysis and brand communication.
Fonds de la Recherche Scientifique (Communauté française de Belgique) - F.R.S.-FNRS ; Patrimoine de L'université ; Prisme
Tèse: Measuring Individual Brand Image Perceptions and Brand Reputation using Associative Networks:
Researchers ; Professionals ; Students ; General public

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