Abstract
This study advanced a technique to map brand metrics and theoretically derived diagnostics that depict the relative positions of competitive brand sets and audience segments in a perceptual consumer-based brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of twodimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of multidimensional brand equity constructs and their use as brand valuation tools.
Creative Commons License
This work is licensed under a Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 License.
DOI
10.20429/jamt.2014.050204
Publication Date
12-2014
Recommended Citation
Parker, Brian (2014). Brand equity perceptual mapping: Competitive landscapes and consumer segments in brand equity space. Journal of Applied Marketing Theory, 5(2), 48-73. ISSN: 2151-3236. https://digitalcommons.georgiasouthern.edu/jamt/vol5/iss2/4