•  
  •  
 

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

Creative Commons Attribution-Noncommercial-No Derivative Works 4.0 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

ref_jamt2014050204.pdf (173 kB)
Supplemental DOI list

Included in

Marketing Commons

Share

COinS