One of the secrets of marketing success is to get as close as you can to your customers’ perceptions of the marketplace. If you can see the market through your customers’ eyes, then you’ll have a better chance of positioning your business to appeal to them.
Brand mapping is one market-research technique that attempts to provide this kind of customer’s-eye overview of the market. It involves taking consumer responses to questions about a range of brands and representing them visually on a simple scatter graph.
The key is to boil the analysis down to the two key attributes that will give your graph its x and y axes. For example, you might decide to set your graph up to plot “price” against “quality”.
This allows you to position the different brands on the graph on the basis of how consumers rate them. It’s a simple approach, but it can yield very clear and direct results - seeing a visual representation of how near or far your brand is from its competitors can be a very valuable exercise.
As with any market research exercise, however, the results produced by brand mapping can only be as powerful as the data that generate them. That means getting your consumer insights right and it means setting up as carefully as possible the two key dimensions that shape your graph.
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