Managing perceptions of a brand’s personality or character starts with identifying the collection of metaphors that define both the brand and the basis for brand comparison within a category. For that task, projective interviewing techniques are the method of choice.
Our brand personality mapping technique uses a combination of qualitative projective techniques, such as character attribution, and quantitative scaling techniques. With initial stimulus materials as sparse as a deck of black & white brand logos, and a list of personality traits associated with key brands in the category, we can generate a positioning map – reflecting the consumer’s perspective – for an entire category.
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