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Brand Concept Maps: a New Approach to Market Segmentation
Brandt, Céline  ; Pahud de Mortanges, Charles  ; Bluemelhuber, Christian et al.
2007 • 3rd Thought Leaders International Conference on Brand Management
 

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Keywords :
Segmentation; Brand Concept Mapping; Brand Image Perception
Abstract :
[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.
Research center :
Marketing
Disciplines :
Marketing
Author, co-author :
Brandt, Céline ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Pahud de Mortanges, Charles ;  Université de Liège - ULiège > HEC-Ecole de gestion : UER > Marketing général
Bluemelhuber, Christian
Van Riel, Allard
Language :
English
Title :
Brand Concept Maps: a New Approach to Market Segmentation
Publication date :
April 2007
Event name :
3rd Thought Leaders International Conference on Brand Management
Event organizer :
University of Birmingham
Event place :
Birmingham, United Kingdom
Audience :
International
Name of the research project :
Tèse: Measuring Individual Brand Image Perceptions and Brand Reputation using Associative Networks:
Funders :
F.R.S.-FNRS - Fonds de la Recherche Scientifique
ULiège - Université de Liège. Patrimoine
PRISME - Pôle de Recherche Interdisciplinaire en Sciences du Management et de l'Économie

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