Healthcare Glossary

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Brand mapping

Mapping the relative position of competing brands based on mapping of customer perceptions of the brands.

Brand Mapping is commonly used to visually convey the competitive data of brands across various areas. The information is usually collected using simple multicoded grid questions or semantic rating scales (typically 5 or 10 point scales). Also called perceptual maps, position maps and space maps

See also:
Brand
Brand extension
Brand image
Brand management
Brand reinforcement
Brand strategy