Brand maps are used by marketers when evaluating and formulating brand positioning strategies. While we are not aware of any surveys of the frequency with which different analytic techniques are used to create brand maps, our experience working with many market research companies is that correspondence analysis is, by a large amount, the main technique in use today. It is the only technique that appears in all the widely used software packages.

When correspondence analysis is used to create a brand map, an implicit assumption is that the viewer of the map is equally interested in all the brands in the data. When the viewer of a map is instead primarily concerned with a single brand, correspondence analysis maps can be improved by rotating the coordinate space so that the map explains 100% of the variance associated with the brand of interest. It is the norm rather than the exception that the viewer of a map will be princi-pally concerned with a single brand (hence the job title of "brand manager"). Thus, rotation of correspondence analysis should be the default action when creating brand maps using correspondence analysis.