Creating the emotional map for brands

Describes a stimulus system, `Brandcepts’, for use in qualitative research where the objective is to find the best way of emotionally differentiating a brand.

Creating the emotional map for brands

Richard Woods New Solutions

INTRODUCTION

Revisiting the purpose of qualitative research

It has become a truism that brand marketing is in the business of communicating and selling emotional connections and benefits rather than just products and services. However, if only because of the relatively small number of primary emotions, brands in the same sort of categories tend to stand for the same sort of emotions. Let's face it:

  • all telecoms brands either connect or empower people
  • most whisky brands tend ...

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