A better way to measure brand image

Peter Sampson

In most markets, brands do not differ much in taste, appearance or formulation. Increasingly, brand choice is not about rational attributes but brand personality.

A better way to measure brand image

Positioning, segmentation and the dynamic attributes that drive brands

Peter Sampson

Brand choice is about brand personality, and not just rational attributes. But research technology has gererally coped badly with image measurement. The powerful but irrational and emotive terrain of implicit human perceptions (brand personality as opposed to identity) has not been well taken into account. After a brief look at the nature of deeper-seated cognition, the author describes the ideas underlying a new proprietary system, IMPMAP. This aims to accomodate both the implicit dimensions (the dynamic basis of consumer choice) and the...

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