Question

Topic: Research/Metrics

Help With Brand Mapping

Posted by Anonymous on 6/15/2010 at 6:59 AM ET 125 Points
I am currently researching L'Oreal and their many brands/products. I need to produce a brand map but I am unsure how to do this. Can anyone help?
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RESPONSES

  • Posted by koen.h.pauwels on 6/15/2010 at 8:05 AM Member
    Hi Maria,

    What exactly do you mean by 'brand map' (different people have used that term for different things)? Do you mean a perceptual map showing the positioning of L'Oreal brands/products in consumers' minds? Or does it relate to the brand architecture, i.e. how L'Oreal' brands fit together?

    Cheers
  • Posted on 6/15/2010 at 8:10 AM Author
    Hi,

    Thank you for your response. I have been asked to produce a brand mapping tool, I presume this will mean the positioning of L'Oreal brands/products from a consumer perspective. Although I think it would be useful to also look at the architecture! I am unsure how to produce and display these. Are you able to offer any advise?

    Thank you again.
  • Posted by mgoodman on 6/15/2010 at 9:47 AM Accepted
    The way you display a brand map will depend on what the intended use is. The goal is to show the data in the way that will best facilitate the decision they will support.

    So start with the end in mind. What is the objective? How will the results be used? What important decision will be made with the brand map as input?

    Once you understand that, organize and display the data to make it easy for the decision-maker(s) to understand the findings.

    A brand map is a tool, not an objective. If you know what you're trying to accomplish (strategically), then you can apply the tool properly (or select a different tool).
  • Posted by Chris Blackman on 6/15/2010 at 10:03 AM Accepted
    Some ideas from the web:

    https://cmc.ihmc.us/papers/cmc2004-177.pdf
    https://www.csom.umn.edu/Assets/75422.pdf
    https://ccreview.wikispaces.com/file/view/Brand+Map.pdf
  • Posted on 6/15/2010 at 10:12 AM Author
    Really appreciate all of your help! I am in a much better place to begin this project now!

    Thanks again!
  • Posted on 6/15/2010 at 10:12 AM Author
    Really appreciate all of your help! I am in a much better place to begin this project now!

    Thanks again!
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