{"id":214,"date":"2012-07-05T21:10:40","date_gmt":"2012-07-05T21:10:40","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=214"},"modified":"2023-08-30T16:40:43","modified_gmt":"2023-08-30T21:40:43","slug":"brand-identity-mapping","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/research-capabilities\/qualitative-research-services\/brand-identity-mapping\/","title":{"rendered":"Brand Personality & Mapping"},"content":{"rendered":"
\n“Brand personality \u2013 or character \u2013 isn\u2019t a myth. If your brand doesn\u2019t have an identifiable personality, it may not have a pulse, either\u2026” \u2013 Anonymous<\/cite><\/h4>\n<\/blockquote>\n<\/div>
BRAND PERSONALITY PROFILES<\/h3>\n<\/div><\/div><\/div><\/div>
Mapping the Metaphors<\/strong>\u00a0Managing a brand\u2019s personality starts with identifying the collection of metaphors \u2013 action terms, relationships, descriptors, expectations \u2013 that define the brand and the category in which it competes. For this task, projective techniques are the method of choice.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
ENTERTAINING & INFORMATIVE<\/h6>\n<\/div><\/div><\/div>
Projective Techniques: Revealing & Engaging<\/strong>\u00a0Most experienced qualitative practitioners love projective techniques \u2013 and you should, too:<\/p>\n
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- Projective techniques \u2013 used artfully \u2013 can reveal the full character of your brand \u2013 arguably it\u2019s most valuable asset.<\/li>\n
- Projective techniques are highly engaging for research participants.<\/li>\n
- Finally, projective techniques, when properly analyzed, will show you the emotional underpinning of the category in which you compete, the relative positioning of your competitors, and the evolutionary options available to you.<\/li>\n<\/ul>\n<\/div><\/div><\/div><\/div><\/div>
A FULL ARRAY OF OPTIONS<\/h6>\n<\/div><\/div><\/div>
Go Well Beyond the Ordinary<\/strong>\u00a0Like most qualitative practitioners, we probe \u2013 where appropriate \u2013 for \u201cbrand as person\u201d, \u201cbrand as object\u201d, \u201cbrand as place\u201d \u2026 and so on. We also do brand eulogies, brand parties and brand collages. The options are almost endless, but we carefully select them to ensure that we are tapping into the category\u2019s defining structure.<\/p>\n<\/div><\/div><\/div><\/div><\/div>
VISUALIZING THE METAPHORICAL SPACE<\/h6>\n<\/div><\/div><\/div>
Brand Personality Mapping<\/strong>\u00a0In addition to the standard projective techniques, we have developed a small collection of unique approaches that combine projective probes with attitudinal scaling and mapping techniques. The benefit of this approach is that it provides a specific visual representation of the brand and it\u2019s position for everyone involved in the brand management process. These maps can be used as a reference for strategic management and for eventual benchmarking activities. \u00a0(Click here<\/a><\/em>\u00a0for more information.)<\/p>\n
Stay Current with Your Customer\u2019s Perspective<\/strong>\u00a0Brands evolve. If you would like to see how your consumers currently characterize your brand, we welcome the opportunity to discuss our approaches to this essential component of a dynamic brand. \u00a0Please\u00a0contact us<\/a><\/em>\u00a0for additional information\u2026<\/p>\n
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Brand Personality & Mapping - Starpoint Consulting Group<\/title>\n\n\n\n\n\n\n\n\n\n\n\n\t\n