Marketers are often faced with questions such as:
• Does my brand enjoy a distinctive image?
• How is the image of my brand different from that of our competitors?
• What does my brand stand for and is that in consonance with my brand’s positioning?
We use many kinds of statistical techniques to explore relationships between brands, between attributes, and between brands and attributes. We use perceptual maps to identify closely competitive brands and the attributes most closely associated with different brands.
We also use many other statistical techniques including factor analysis, discriminant analysis to understand the importance of attributes and how they cluster together. Dendrograms are used to plot closeness of relationships between brands. These tools are used together to understand the current position of a brand and to determine the best ways in which to improve a brand’s competitive position.