{"id":234,"date":"2012-07-05T21:14:25","date_gmt":"2012-07-06T02:14:25","guid":{"rendered":"http:\/\/starpointgroup.com\/?page_id=234"},"modified":"2023-08-30T16:24:15","modified_gmt":"2023-08-30T21:24:15","slug":"brand-identity-mapping","status":"publish","type":"page","link":"https:\/\/www.starpointgroup.com\/research-capabilities\/our-unique-capabilities\/brand-identity-mapping\/","title":{"rendered":"Brand Personality Mapping"},"content":{"rendered":"

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From the consumer\u2019s perspective, what are our brand\u2019s distinctive personality traits and how do they position us relative to our competitors\u2026?\u00a0\u2013 Marketing Manager, Luxury Import Marketing Group<\/cite><\/h4>\n<\/blockquote>\n<\/div>

BRAND PERSONALITY MAPPING<\/h3>\n<\/div><\/div><\/div><\/div><\/div><\/div><\/div><\/div>
DENTIFYING THE METAPHORS THAT DEFINE THE BRAND<\/h6>\n<\/div><\/div><\/div>

Products have attributes. Brands have character.<\/strong><\/p>\n

The metaphorical web that sustains a brand\u2019s character, and shapes the nature of its relationship with its core consumers, is arguably the brand\u2019s most valuable asset. Properly managed, those traits are both unique to the brand, and will outlast the inevitable changes in packaging, product formulation, technology or social trends.<\/p>\n<\/div><\/div><\/div><\/div><\/div>

MAPPING THE CATEGORY AS THE CONSUMER SEES IT<\/h6>\n<\/div>
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Managing perceptions of a brand\u2019s 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.<\/p>\n

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 \u2013 reflecting the consumer\u2019s perspective \u2013 for an entire category.<\/p>\n<\/div>

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Download our brand
\npersonality mapping PDF<\/p>\n<\/div><\/div><\/div><\/div><\/div><\/p>\n","protected":false},"excerpt":{"rendered":"","protected":false},"author":2,"featured_media":0,"parent":127,"menu_order":1,"comment_status":"closed","ping_status":"closed","template":"","meta":{"_monsterinsights_skip_tracking":false,"_monsterinsights_sitenote_active":false,"_monsterinsights_sitenote_note":"","_monsterinsights_sitenote_category":0,"footnotes":""},"yoast_head":"\nBrand Personality Mapping - Starpoint Consulting Group<\/title>\n<meta name=\"description\" content=\"Identifying the Metaphors that Define the Brand: Products have attributes. 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