Document Type
Conference Proceeding
Conference Track
Marketing Management/ Strategy/ Branding
Publication Date
2014
Abstract
This study put forward a theoretically based set of brand equity perceptual maps that depict competitive brand sets and consumer segments in four-dimension 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 two-dimensional 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.
Copyright Statement / License for Reuse
Digital Commons@Georgia Southern License
Recommended Citation
Parker, Brian T., "Brand Equity Perceptual Mapping: Competitive Landscapes and Consumer Segments in Brand Equity Space" (2014). Association of Marketing Theory and Practice Proceedings 2014. 15.
https://digitalcommons.georgiasouthern.edu/amtp-proceedings_2014/15
About the Authors
Brian Parker got his Ph.D. in mass communication from the University of Florida and is an Assistant Professor of Advertising and Integrated Marketing Communication at Florida State University.