How brand image changes affect your share

Julian Bond

The article describes Research International's `Locator' modelling system for relating brand images to brand preference, and shows how it can be used not only to understand the present, `static' market situation, but dynamically, to predict the effect of movements in imagery over time and suggest where it may be most profitable to try to strengthen a brand's image and `positioning'.

How brand image changes affect your share

Practical modelling can relate attribute ratings to preference - and identify levers for growth

Julian Bond

'Image' - consumers' perceptions of brands - affects brand preference and buying behaviour. But how does it work? Using highly simplified and therefor easily understood examples, this paper omits mathematical obscurities, and takes the mystique out of modelling for the layman. In describing RI's Locator system, it also reveals the sort of common-sense assumptions that underlie all sound models. It begins with typical 'static' fmcg image data, and how these can be mapped and then tracked together...

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