menu

Brand Mapping As A Consumer Insights Tool

Brand Mapping As A Consumer Insights Tool
Advertising

The brands we choose arguably say something about our identity - what we value in the products we use, how we perceive ourselves and how we want to be perceived.

Paloma M. Vazquez
  • 16 february 2010

The brands we choose arguably say something about our identity – what we value in the products we use, how we perceive ourselves,  and how we want to be perceived.  In order to paint a more holistic picture of the choice of brands one uses throughout their day, Storm Brand DNA – a brand and design strategy agency out of Melbourne, Australia – uses ‘Brand Mapping’ within their Insights process on commercial projects.

As a standalone visual, the information contained in this infographic might give you a limited perspective into the multitude of brands that this individual chooses when he’s having breakfast, getting ready for work in the morning, getting his news for the day, etc.  But it would be interesting to see, from a consumer insights perspective, how this might change over the course of a few months, how the brand map compares and differs across men of a similar demographic – and to ultimately engage in a discussion of why they selected particular brands.

How did their choice – or perception of – Bose differ from that of Apple, for instance?  What attributes were valued in their choice of athletic gear, vs. automobile, vs. mobile phone?  Is their choice of brand across multiple categories ultimately trying to paint a picture of them as an individual, or does it differ across product category?  An insightful tool if used effectively.

Advertising
Trending

Brand Engagement At The Gates Of The World's Largest Open-Air Gallery

Culture
Asia Today

Safe Drivers Rewarded In Japan With Free Coffee

Driving Barista is a new app that encourages Japanese motorists to put their phones down as they drive

Arts & Culture Today

Michael Kors Has Designed Their Own Instant Camera

In a partnership with Fuji, the limited edition Instax Mini 70 comes in an exclusive metallic gold color

Trending

Get PSFK's Related Report: Future of Automotive

See All
Health Today

Manage Your Emotional Health Through Your Phone

Pharmaceutical company Pfizer has created a new iOS app meant to help patients track mental progress and set goals

Food Today

Delete Food Pics Off Of Instagram To Feed The Hungry

Land O'Lakes and Feeding America are donating meals for every picture of a meal taken off of the social platform

Related Expert

Lucas Neumann

Fututre of Work, Work & Business, Design

Design & Architecture Today

This Shape-Shifting Pod Could Be The Future Of The Cubicle

MIT and Google have designed a new form of work enclosure meant to offer privacy in open-office layouts

Advertising Today

Billboard Spies On People As They Walk By

To promote the movie "Snowden," the advertisement broadcasts information on passersby without their knowledge

Fashion Today

Anti-Pollution Scarf Helps Cyclists Ride Through Cities

An innovative system filters pollutants and its accompanying app monitors quality of the air

PSFK LABS REPORT

Future Of Automotive
Scenarios Driving The Digital Transformation Of An Industry
NEW

PSFK Op-Ed Yesterday

Modern Workplace Culture: No More Fat Cats Or Kissing Ass

Samar Birwadker, CEO & Co-Founder of Good & Co, on designing shared organizational values to optimize employee happiness and success

PSFK Labs Today

New Mentorship Ecosystems Benefit All Levels Of An Organization

PSFK’s Future of Work report explores how technology is being leveraged to support cross-team communication

Automotive Today

Volvo’s Self-Driving Trucks Will Soon Be Put To Work In An Underground Mine

The fully-automated vehicles are part of a development project to help improve safety for workers

Op-Ed Today

Energy Expert: How American Consumers Are Taking Control Of Their Power Use

Jennifer Tuohy, green tech expert at The Home Depot, discusses green home technologies and developments for renewable technologies in US homes

Work Today

Editorial Roundtable: How Will Companies Staff The Workplace Of The Future?

Managed By Q, Soma, Workbar, Primary, AltSchool and thinkPARALLAX examine the ways that a people-first workplace might disrupt the job hiring process

Arts & Culture Today

Mischievous Drone Will Drop Paint-Filled Balloons On Targets Of Your Choosing

A German photography team developed the flying device to accurately deliver a payload wherever needed

PSFK LABS REPORT

Future Of Work
Cultivating The Next Generation Of Leaders
NEW

Fashion Today

100 Backpacks Made For The World’s Top Influencers

Heineken and TUMI have collaborated on a unique custom NYC-inspired bag

Financial Services Today

This Peer-To-Peer Insurance Company Is Powered By Bots

Lemonade is a new product designed to lighten the paperwork and provide instant, helpful service when needed

No search results found.