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Brand Concept MapsBrand Concept Maps

Has certain advantages over freeHas certain advantages over freeassociation and projective techniques.association and projective techniques.

It provides a better understanding ofIt provides a better understanding of

associations, strength and importance ofassociations, strength and importance ofassociations, direct and indirectassociations, direct and indirectrelationship.relationship.

If a brand association changes in networkIf a brand association changes in network

how it affects other associations.how it affects other associations.

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Steps in Brand Concept MappingSteps in Brand Concept Mapping

Elicitation.Elicitation.

Mapping.Mapping.

 Aggregation. Aggregation.

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Mayo Clinic, ChicagoMayo Clinic, Chicago

Respondents were patients (90), nonRespondents were patients (90), nonpatients (75).patients (75).

In the first stage 25 common associationIn the first stage 25 common associationwere selected which were mentioned bywere selected which were mentioned by

most of the respondents.most of the respondents.

In second stage each respondent wereIn second stage each respondent wereasked to prepare a Map.asked to prepare a Map.

In third stage aggregated map wasIn third stage aggregated map wasdevelopeddeveloped

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Mayo

Best doctors in the world

Best Patient Care

Leader in

medical

Knownworldwide

Latest Technology Treats rare & complex diseases

Individual Patient Brand Concept Map

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Mayo

Best patientcare

Figure outwhat¶s wrong

when othersdoctorscannot

Best doctorsin the world

World Leader

in newtreatments

KnownWorldwide

Trustworthy Doctors workas a team

Leader in MR 

Expert inseriousillness

Top notchsurgery & 

treatment

Latestequipment & Technology

Treats

rare & complexdiseases

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Projective TechniquesProjective Techniques

Completion and interpretation TasksCompletion and interpretation Tasks

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Comparison TasksComparison Tasks

Here the consumers are asked to conveyHere the consumers are asked to conveytheir impressions by comparing brands totheir impressions by comparing brands topeople, countries, nationalities, animals,people, countries, nationalities, animals,vegetables, magazines etc.vegetables, magazines etc.

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 Awareness (Recognition and Recall). Awareness (Recognition and Recall).

Ko_a_.Ko_a_.

N_ _e.N_ _e. _ _FC. _ _FC.

 _ata.. _ata..

Kotak, Kodak Kotak, Kodak 

Nike, NyleNike, Nyle

UPFC, HDFCUPFC, HDFC

Bata, TataBata, Tata

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Zaltman MetaphorZaltman Metaphor

Elicitation TechniqueElicitation Technique(ZMET)(ZMET)

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ZMET is a technique for elicitingZMET is a technique for elicitinginterconnected constructs that influenceinterconnected constructs that influencethoughts and behavior.thoughts and behavior.

Construct are created by researcher toConstruct are created by researcher tocapture common idea, concept or themescapture common idea, concept or themes

expressed by customers.expressed by customers. ZMET help in bringing the hidden feelingsZMET help in bringing the hidden feelings

of the consumers and tries to find thoseof the consumers and tries to find thosefactors which affect the consumerfactors which affect the consumer

behavior subconsciously.behavior subconsciously. ZMET combines various sciences likeZMET combines various sciences like

linguistics, psychoanalysis, visuallinguistics, psychoanalysis, visualsociology etc.sociology etc.

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Story telling.Story telling.

Missed images.Missed images. Sorting Task.Sorting Task.

Construct elicitation.Construct elicitation.

Most representative picture.Most representative picture.

Opposite images.Opposite images.

Sensory images.Sensory images.

Mental maps.Mental maps.

Summary image.Summary image.

 Vignette. Vignette.

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Nestle Crunch barNestle Crunch bar

10 nestle fans were selected and asked to bring10 nestle fans were selected and asked to bringphotographs.photographs.

Through the picture they revealed that its a quickThrough the picture they revealed that its a quicksource of energy, and something that just tastessource of energy, and something that just tastesgood.good.

The respondents also brought photographs of oldThe respondents also brought photographs of oldpickup vans, children playing in suburban lawns,pickup vans, children playing in suburban lawns,grandfather clock, Snowmen etc signifying thegrandfather clock, Snowmen etc signifying thepowerful memories of childhood of simpler times.powerful memories of childhood of simpler times.

Indicating that cue about time is more importantIndicating that cue about time is more important

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Motorolas security system TalkatronMotorolas security system Talkatron

Respondents were asked to collectRespondents were asked to collectpictures signifying security and insecurity.pictures signifying security and insecurity.

Most of the respondents selected image ofMost of the respondents selected image of

dogs and associated it with loyalty,dogs and associated it with loyalty,comfort and security.comfort and security.

Ultimately it was renamed the watchdog.Ultimately it was renamed the watchdog.