Brand Equity Perceptual Mapping: Competitive Landscapes and Consumer Segments in Brand Equity Space

Abstract

This study put forward a theoretically based set of brand equity perceptual maps that depict competitive brand sets and consumer segments in four-dimension brand equity space. Survey research collected brand equity ratings for two sets of competitive brands (Nike, Converse, Reebok and Toyota, Nissan, Pontiac), used to construct a pair of two-dimensional maps that illustrate the brands’ position on brand equity dimensions relative to competitors and demographic-based segments. Paired brand equity indicators resulted in eight map quadrant areas that characterize a brand positioned in that space. The mapping techniques facilitate the strategic application of multidimensional brand equity constructs and their use as brand valuation tools.