Overview of brand maps
Brand maps (correspondence, or perceptual maps) are an effective way to summarise complex data on brand image and associations, represented simply in a two dimensional map.
A perceptual map is a graphical display in which brands are shown to reflect their relative differences. These variables can be as simple as rank-orderings provided by a sample of consumers, or as detailed as a set of attributes for which each consumer expresses their relationship with the brands, either in the form of an indication of brand-attribute associations or rating-scale measurements.
A key benefit of perceptual maps is that they offer easy-to-digest visualizations of brand differences, and shows the variance of the data in a graphical format.
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