Radial Landscape Mapping (a revolution in brand mapping)

Why we need brand maps?

Knowing how your brand is perceived in the market place is of

paramount importance.

Brand strategists are always keen to understand how their brand

aligns against a battery of perceptual equity and image statements.

Existing brand maps generated through statistical correspondence

analysis are thought by many to be confusing.

Radial landscape mapping is based on a statistical data reduction technique* designed to measure the

extent to which a set of brand personality attributes are associated with a set of known brands. Analysis

results are illustrated using a ‘Radial Landscape Map’ where brand personality attributes are positioned

out around the perimeter depending on their mutual association/correlation. Individual brands are

positioned inside the map.

Introducing…Radial Landscape Maps

(A revolution in brand mapping)

* Adapted statistical correspondence analysis

Brand personality attribute

Fun

Family

Expert

Brand X

Brand Y Caring

Brand Z Boring

Basic

Irritating Tired

Brand W

In some cases, the brand attributes start to cluster together representing an underlying theme or latent construct.

Brand W: Close to the centre - it is almost equally associated with all the personality attributes, but has a marginally higher association with vibrancy, expert and fun.

Brand X: Has a significantly higher association with fun, vibrant and expert.

Brand Y: is being pulled towards family and caring.

Brand Z: Is regarded as a basic, tired and boring brand.

Vibrant

Mapping Brands & Attributes

Authentic and

trustworthy

Exciting and

lively

Dull and

tiresome

Eco-friendly

and caring

Brand Personality within a competitive context - Clothes

Over-priced

Natural Ethical

Caring

Disappointing

Over-promising

Boring

Basic Tired

Irritating

Fun

Vibrant

Efficient

Reliable Genuine

Helpful

Expert

Family

Engaging

Client: Household cleaning

good manufacturer

Authentic Mexican Food

Great Tasting Food

High Quality Ingredients

Food from scratch

Clean/comfortable atmosphere

Personable. Friendly employees

Treats you like a valued customer

Crave Menu Items

Variety of menu items

Has drive-thru

Healthy nutritious items

Has large portions

Food prepared how you want it

Modern up to date

Gets order right

Simple menu

Open late night/24 hours

Food timely/fast

Convenient nearby location

Good value for money Low prices

Case: Restaurants (competitive brand positioning)

The Menu

Convenience

Value

Service Delivery

Food Quality

Brand A

Brand B

Brand C

Brand D Brand A is perceived to be a convenient offering and to lesser degree a value offering.

Brand D is differentiated by the quality of the food.

Alpha (2007)

Alpha (2011)

Alpha (2012)

Beta (2007)

Beta(2011)

Beta (2012)

Gamma (2011)

Gamma (2007)

Gamma (2012)

Is affordable

Is genuine and authentic

Worth what is costs

Goes well with food

Sophisticated drink

Always doing new things

Would like to be seen drinking

For football fans

Youthful brand

Is very refreshing

Cool & edgy

Associate with music

Inspires Optimism

Good when having with friends

Is an uplifting drink

Makes moments fun

Thirst quenching brand

Great tasting

Comforting & Relaxing

For someone like me

Has a premium quality

Delta (2007)

Delta (2011/12)

Value & Affordability

Quality

Youthful & Cool Social & Fun

Personal

Base: Daily Drinkers of Alpha only Adapted Statistical Correspondence Analysis

Case: Drinks brand (evolution in image through time)

Moving beyond the brand/attribute space

Client budget size VS what is considered very

important from suppliers.

Lowest Price Less than

$100K

$100K - $249K

$250K - $449K

$450K - $749K

$750K - $999K

$1M +

Familiarity with industry

Previous experience with supplier

Provide data analysis services

Use the latest

analytical

packages

Good

reputation

Also does quantitative

research

Has an access panel

Breadth of experience in

target segment

Familiarity with client needs

Length of experience/time in business

Listens well to client needs

Consultation on best

practices and methodology

effectiveness

Provides high data quality

Good relationship with supplier

Use the latest

data collection

technology

Offers a unique methodology/

approach

Uses sophisticated collection technology/strategies

Has knowledgeable staff

Rapid response to requests

High quality analysis

Completes research on agreed timings

Flexibility on changing

project parameters

Company is financially stable

Understands new consumer

communication channels &

technologies

DELIVERY AND FINANCIAL STABILITY

KNOWLEADGE & RESPONSIVENESS

QUALITY DATA COLLECTION TECHNIQUES

PRICE & ACCESS TO MARKET

EXPERIENCE & CONSULTATIVE SKILLS

What data can we use

Structured survey questions

Unstructured social media data

Any two-way table will work to produce a Radial Landscape Map

Our unique approach to measuring social “engagement”

Note: Off the shelf ‘sentiment’ metrics are based on automated word counting and volume of conversation.

Our Approach: • Is built upon a validated Linguistics based approach known as ‘Stance Shift

Analysis’

• Uncovers the meaning of conversations.

• Generates a metric called the Semantic Engagement Index (SEITM)

• Closely maps hard sales data.

Value and Price

Coolness, funky, style, Décor

Taste and product quality

In-store customer experience

Good value

Coffee Price

Food prices

Staying in

Seating/chairs

Toilets

Richness

Latte

Amazing taste Like no other

Cool brand

Funky Stylish Artwork/Decor

Bubbles represent conversational clusters, whilst size indicates level of engagement.

Brand V

Brand X

Brand Y

Brand W

Brand Z

Brand Y is least differentiated by social conversations.

Brand Z stands out v. competitors for the taste & rich flavour of its beverages

Case: Beverage chain (400K social media conversations)

Brand positioning using socially engaged chatter

Classic

Speed

Gas Mileage

Reliable

Safety & Reliability

To Be Seen Driving

Great Acceleration

Power Safety

Interior Design

Styling

Curb Appeal

Performance

Emotional Style & Design

Elegant Feeling

Durable

Audi and Jaguar are differentiated by social conversations around style and design.

BMW is uniquely positioned on performance qualities.

Acura is least differentiated by social chatter

Note: Separate analysis - Adapted Statistical Correspondence Analysis

Bubble size represents the buzz/volume of chatter (SEI Conversational Clusters)

What is so special about the Radial Landscape Maps?

1. The maps provide a means of visualising reams of cross tabular data on brands.

2. They provide a powerful window into the positioning of brands within a competitive landscape.

3. The maps are designed with simplicity in mind.

4. The maps serve different audiences – researchers, brand managers/strategists/planners, creative and product-experience designers.

5. The maps have multiple applications outside of the immediate brand/attribute space. We can capture large amounts of unstructured social media conversations and represent in a powerful map.

“I was immediately impressed by the elegance of the visual, the ease of understanding it, and the power of the statistical analysis behind it” Leonard F. Murphy Chief Editor & Principal Consultant | GreenBook Research Industry Trends

GreenBook blog article - Radial Landscape Map – A Revolution in Brand Mapping and Data Visualisation. Click Here

Michael Wolfe CEO Bottom Line Analytics E: mjw@bottomlineanalytics.com M: 770.485.0270 www.bottomlineanalytics.com

Masood Akhtar Partner, Analytics (EMEA) Bottom Line Analytics E: ma@bottomlineanalytics.com M: +44 7970 789 663 www.bottomlineanalytics.com