UNDERSTANDING BRAND SCHEMAS THROUGH BRAND CONCEPT MAPS. BRAND CONCEPT MAPS. Identifies Salient Brand Associations Individual maps are aggregated into consensus maps Method requires little experience or statistical techniques. Procedure for Constructing Brand Concept Maps.
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UNDERSTANDING BRAND SCHEMAS THROUGH
BRAND CONCEPT MAPS
I. Elicitation Stage
II. Mapping Stage
III. Aggregation Stage
Schemas are not stored randomly
Schemas are grouped into categories and linked to one another
(attributional vs. relational)
when on the run
ACHIEVING THE RIGHT “MIX”
Doesn’t get soggy in milk
Daily amount of fiber