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The complexity of brands and branding 14

The complexity of brands and branding 14 - Processes 1...

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Processes 1. Management/Strategy a. Mapping Often used to describe a set of techniques designed to represent brands and their similarities in a visual "brand space". Useful for providing highly intuitive representations in order to position brands on dimensions critical to consumer perceptions in that brand space, a variety of simple to complex statitsical methodologies can be used to create them. Some of the latter include multi-dimensional scaling, factor or cluster analytical methods, and conjoint analysis. Usually these techniques result in brands being mapped on 2 to 3 dimensions. Two dimensional maps are the most popular as they are most easily understood and interpreted by clients. There is also substantive agreement that consumers use only a limited number of separate (though sometimes complex and integrative) concepts to assess brands (From: http://www.asiamarketresearch.com/glossary/brand- mapping.htm ) (See Brandmap software: http://www.wrcresearch.com/ ) b. Strategy c. Positioning In marketing
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