Module 5

Methodology of Brand Mapping

A) Contemporary cases of Brand Mapping

B) Brand Positioning from the point of view of sectors

Brand Mapping
Introduction:
Perceptual mapping:

In helping you develop a market positioning strategy for your product

or service, perceptual maps or positioning maps as they are sometimes
referred to, are often used to help the organization identify a positioning
strategy.

When plotting a perceptual map two dimensions are commonly used.

Below is a very basic perceptual map. If we plot the UK chocolate market
we can identify those brands which are high price and high quality. Belgium
chocolates are plotted as high quality and high price, and Twix is plotted one
low quality low price brand. Once completed the perceptual map could help
identify where an organization could launch a new brand perhaps at the
medium price and quality range. In our basic map, you can see there is not
much competition within that particular area.

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 We must remember that perceptual maps are plotted on the basis of
someone’s perception and what maybe a quality product to one person may
not be perceived as quality to other.

Diagram: Perceptual Map UK Confectionery Brands

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Brand Mapping:
Brand Mapping sometimes called Perceptual Mapping is a method of
identifying market gaps (gap analysis) and thereby developing a positioning
strategy. The process involves:
• identifying criteria, for example price and other attributes such as
color and taste;
• identifying existing brands and analyzing them by reference to the
criteria;
• mapping the brands;
• Identifying any area in which existing brand are not placed – the
market gap.

Low High

Economy Brands Bargain Brands Low

Price

High
Cowboy Brands Premium Brands

Quality

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Economy Brand:
An "economy brand" is a brand targeted to a high price elasticity market
segment. Economy Brands are generally generic in nature. They are sold
under a private label or store name and tend to be poorer in quality and use
poorer grade ingredients.
Bargain Brands:
A “bargain brand” is a brand which offers high quality and low price.
Cowboy Brands:
A “Cowboy Brand” is a brand which offers low quality and high price.
Premium Brands:
A “premium brand” is a brand which offers high quality and high price. A
"premium brand" typically costs more than other products in the category.

Category FMCG FMCD

Economy Balaji Chips Sansui

Bargain Lays, Bingo Videocon,Akai

Cowboy Stacks Chips Electrolux,

Whirlpool

Premium Pringles Kenstar

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Advantages of Brand Mapping:
1) Segmentation:
Brand Mapping is used for segmenting the market. Segmentation is
essentially the identification of subsets of buyers within a market who
share similar needs and who demonstrate similar buyer behavior

2) Brand Positioning:
Brand Mapping is a technique used by the company before brand
positioning strategy. Using the brand map the company knows where
to position its brand in the market. A brand map gives a
comprehensive view of the various brands that are present.

3) Competitor Strategies:
Brand Mapping can be used to do the SWOT analysis of all the
competitors that are present in the market. This helps the particular
company to decide its strategies to position its brand.

4) Consumer Perception:
Based on the positions of the brand in the brand map the consumer
perceptions regarding the brand can be analyzed and a detailed
analysis of the target market can be carried out.

5) Brand Portfolio:
Companies having multiple brands (e.g. Videocon) find it easy to
position these brands in the market using the brand mapping
technique. Brand Mapping helps them do the gap analysis and fill the
gaps.
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Disadvantages of Brand Mapping:

1) Wrong positioning:
The positioning of the brand can sometimes go wrong using this
technique which can ruin the image of the brand.
Eg. Garden Sarees still concentrate on making new designs in sarees
when the Indian consumers are moving towards western wear.

2) Complicated technique:
When too many brands are to be mapped then it becomes very
complicated to map all the brands on the perceptual maps and
determining the positions of each brand is a problem then.

2) Cannot be quantified:
It gives visual representation of the company, brands and products and
hence cannot be quantified

Future of brand mapping techniques

1) Need gap analysis:

Through brand mapping technique we can analyze the need gap
present in the perceptual map and hence position the new product
or launch a new brand accordingly

2) Competitor analysis:
It’s a tool used to know the competitor’s position relative to other
firm’s position .It forms the theoretical basis for positioning.
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