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Brand Concept Maps:
Measuring What Your Brand Means to Consumers
Professors Barbara Loken and Deborah Roedder John,
Carlson School of Management, University of Minnesota




     Existing Techniques for the Measurement of Brand Associations
     When consumers think of a brand, they are likely to bring to mind a set of associations linked to
     it. Many methods are available for eliciting brand associations from consumers. These include
     free association, attribute rating scales, and qualitative methods such as collages. An example of
     a free association question is: “When you think of Disney, what comes to mind?” Typical
     responses may include a variety of associations, such as brand image attributes/benefits (e.g. fun
     for kids; entertaining) and products of the brand (e.g. Disneyland, Disney cartoons).

     However, not many of the available methods elicit the structure of brand associations from
     consumers. For instance, a network map of brand associations would need to include both first-
     order associations, which are linked directly to the brand, and second-order associations, which
     are linked indirectly via the first-order associations. The distinction between these first-order and
     higher-order associations is not captured by most techniques. Two exceptions are the Zaltman
     Metaphor Elicitation Technique (ZMET, Zaltman & Coulter 1995) and network analysis
     (Henderson, Iacobucci, & Calder 1998). Yet these techniques also have their limitations.

     A new technique, called Brand Concept Maps (BCM), is proposed, which elicits first and higher-
     order brand associations while overcoming the limitations of existing techniques. For example,
     the BCM technique requires no specially trained interviewers, can be used on large samples, and
     can be used to compare and contrast consumer segments. The BCM technique produces an
     aggregated map from a sample of individually-produced maps.

     Brand Concept Maps: A New Technique to Measure Brand Associations
     Brand network maps are important because they help answer the following questions with regard
     to brand assessment and protection:
            Which brand associations are more or less important?
            Which brand associations are directly linked to the brand and which are indirectly linked
            to the brand?
            How can stronger associations and inter-connections between associations be built?
            If a brand association changes in the network, how does it affect other associations?

     Steps to Creating Brand Concept Maps
     There are three stages in the creation of brand concept maps:
            Elicitation: The elicitation stage involves eliciting brand associations from consumers
            and answers the question: “What is the list of associations consumers have with the
            brand?” Responses are open-ended and retained if stated by at least fifty percent of
            respondents.
            Mapping: In the mapping stage, consumers use the set of brand associations to make a
            network map of how they see the brand. Respondents view a concept board which
            contains a separate card for each association culled from the elicitation stage and are
asked to select cards that, for them, represent the brand. Respondents are also able to add
       concepts that do not appear on the concept board by writing each additional association
       on a separate card. Respondents then connect the concepts, making a map of the set of
       concepts selected, using one, two, or three lines to indicate the perceived strength of that
       connection (where three lines indicate a very strong connection and one line a weaker
       one). Associations with direct connections to the brand (those that are physically and
       mentally seen as closest to the brand) are called first-order associations. Associations
       with indirect connections to the brand, less central to the brand mental map but
       nevertheless important, are called second-, third-, or fourth-order associations. Finally,
       respondents rate the brand on a 1-10 scale from very unfavorable to very favorable.
       Aggregation: The aggregation stage involves aggregating individual brand maps to
       produce a consensus map of how consumers see the brand. Two measures, in particular,
       are used to produce the consensus map: frequency of mention of each association and
       number of interconnections found between brand associations. Please see John, Loken,
       Kim, and Monga (2006, forthcoming) for more details.

Application to the Mayo Clinic Brand
An ideal context for testing the brand concept map uses a complex brand with many salient
brand associations. The Mayo Clinic brand meets these criteria and also has distinct user groups,
allowing for comparison of aggregated maps between patients and non-patients. A Mayo Clinic
study was conducted via 1:1 interviews with both patients (n=90) and non-patients (n=75) of the
Mayo Clinic in Chicago and Minneapolis.

The first stage, elicitation, involved selecting, from open-ended research conducted previously
by Mayo, and from discussions with the Mayo brand team, a set of 25 brand associations
frequently mentioned by the population of interest. Selected brand associations were those that
were frequently mentioned as being important to the brand, such as: “leader in medical
research,” “best doctors in the world,” “known worldwide,” “caring and compassionate,” and
“doctors work as a team.”

In the second stage, mapping, respondents were asked to build a concept map to reflect their own
personal view of the brand. An example of a concept map was shown to respondents, and its
elements were explained. Respondents were then given the set of selected brand associations to
build their own brand map. Figure 1 is an example of a brand concept map created by one
individual respondent.




                                                                                                  2
Fig. 1 Individual Patient Brand Concept Map

                                              Best doctors in the world


                    Known                                                                        Leader in
                   worldwide                                                                      medical



                                                   Best patient care


                               Latest Technology                                 Treats rare & complex
                                                                                       diseases

 Brand Associations:                                                                            Association Connections:
         1st Order                                                                                       Weakest Link
         2nd Order                                                                                       Medium Link
                                                                                                         Strongest Link

In the third stage, aggregation, a consensus brand map was generated. Each individual brand
concept map was coded to reflect presence of brand associations, connections between brand
associations, and the strength of brand association connections. Figure 2 illustrates the
aggregated patient brand concept map. Note that the map includes both first-order associations
(e.g. “best doctors in the world”, “leader in medical research”) and second-order associations
(e.g. “doctors work as a team” and “latest medical equipment and technology”).

Fig. 2 Aggregated Patient Brand Concept Map
         Can be trusted to
         do what’s right for                                     Doctors work as a team
             patients
                                   Can figure out
                                 what’s wrong when
                                 other doctors can’t


                Best
            patient care                    Best doctors in the world
             available


                                                                                                 Treats
                                Mayo                          Expert in
                                                                                          patients with rare &
 Known worldwide                                          treating serious
                                                                                           complex illnesses
                                                              illnesses



               Leader                        World leader
             in medical                     in new medical
              research                        treatments




                        Latest medical                 Top-notch surgery
                         equipment &                     and treatment
                          technology




                                                                                                                           3
Conclusion
In conclusion, brand concept maps make important contributions to the area of brand
measurement. First, they offer an alternative to existing methods of examining the structure of
brand associations, creating a fuller picture than free association, rating scales, and collages by
identifying the most important brand associations and showing how these associations are
connected. Second, the connections revealed between attributes can provide a sense of what
might happen if certain other attributes change. Finally, brand concept maps have advantages
over other techniques such as ZMET in that they are easier and less costly to administer, do not
require specially trained interviewers, can be used for different data collection settings, can be
used on larger samples, and offer comparisons for different segments. As described in a
forthcoming article (John, et al., 2006), brand concept maps are also demonstrated to offer a
reliable and valid technique for brand measurement.

References
John, Deborah Roedder, Barbara Loken, Kyeongheui Kim, and Alokparna Basu Monga (in
press), “Brand Concept Maps: A Methodology for Identifying Brand Association Networks”,
Journal of Marketing Research.

Zaltman, Gerald and Robin Higie Coulter (1995), “Seeing the Voice of the Customer: Metaphor-
Based Advertising Research,” Journal of Advertising Research, 35 (4), 35-51.

Henderson, Geraldine R., Dawn Iacobucci, and Bobby J. Calder (1998), “Brand Diagnostics:
Mapping Branding Effects Using Consumer Associative Networks,” European Journal of
Operational Research, 111 (2) , 306-27.



Summary prepared by Andrew Kaikati and Sunil Kishore, doctoral students,
Carlson School of Management, University of Minnesota

Presented at the Institute for Research in Marketing’s Carlson on Branding
May 19-20, 2006

Institute for Research in Marketing
Carlson School of Management
University of Minnesota
321 Nineteenth Avenue South, Suite 3-150
Minneapolis, MN 55455-0438
(612) 624-5055, fax (612) 624-8804
carlsonschool.umn.edu/marketinginstitute
marketinginstitute@csom.umn.edu




                                                                                                      4

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Brand concept maps

  • 1. Brand Concept Maps: Measuring What Your Brand Means to Consumers Professors Barbara Loken and Deborah Roedder John, Carlson School of Management, University of Minnesota Existing Techniques for the Measurement of Brand Associations When consumers think of a brand, they are likely to bring to mind a set of associations linked to it. Many methods are available for eliciting brand associations from consumers. These include free association, attribute rating scales, and qualitative methods such as collages. An example of a free association question is: “When you think of Disney, what comes to mind?” Typical responses may include a variety of associations, such as brand image attributes/benefits (e.g. fun for kids; entertaining) and products of the brand (e.g. Disneyland, Disney cartoons). However, not many of the available methods elicit the structure of brand associations from consumers. For instance, a network map of brand associations would need to include both first- order associations, which are linked directly to the brand, and second-order associations, which are linked indirectly via the first-order associations. The distinction between these first-order and higher-order associations is not captured by most techniques. Two exceptions are the Zaltman Metaphor Elicitation Technique (ZMET, Zaltman & Coulter 1995) and network analysis (Henderson, Iacobucci, & Calder 1998). Yet these techniques also have their limitations. A new technique, called Brand Concept Maps (BCM), is proposed, which elicits first and higher- order brand associations while overcoming the limitations of existing techniques. For example, the BCM technique requires no specially trained interviewers, can be used on large samples, and can be used to compare and contrast consumer segments. The BCM technique produces an aggregated map from a sample of individually-produced maps. Brand Concept Maps: A New Technique to Measure Brand Associations Brand network maps are important because they help answer the following questions with regard to brand assessment and protection: Which brand associations are more or less important? Which brand associations are directly linked to the brand and which are indirectly linked to the brand? How can stronger associations and inter-connections between associations be built? If a brand association changes in the network, how does it affect other associations? Steps to Creating Brand Concept Maps There are three stages in the creation of brand concept maps: Elicitation: The elicitation stage involves eliciting brand associations from consumers and answers the question: “What is the list of associations consumers have with the brand?” Responses are open-ended and retained if stated by at least fifty percent of respondents. Mapping: In the mapping stage, consumers use the set of brand associations to make a network map of how they see the brand. Respondents view a concept board which contains a separate card for each association culled from the elicitation stage and are
  • 2. asked to select cards that, for them, represent the brand. Respondents are also able to add concepts that do not appear on the concept board by writing each additional association on a separate card. Respondents then connect the concepts, making a map of the set of concepts selected, using one, two, or three lines to indicate the perceived strength of that connection (where three lines indicate a very strong connection and one line a weaker one). Associations with direct connections to the brand (those that are physically and mentally seen as closest to the brand) are called first-order associations. Associations with indirect connections to the brand, less central to the brand mental map but nevertheless important, are called second-, third-, or fourth-order associations. Finally, respondents rate the brand on a 1-10 scale from very unfavorable to very favorable. Aggregation: The aggregation stage involves aggregating individual brand maps to produce a consensus map of how consumers see the brand. Two measures, in particular, are used to produce the consensus map: frequency of mention of each association and number of interconnections found between brand associations. Please see John, Loken, Kim, and Monga (2006, forthcoming) for more details. Application to the Mayo Clinic Brand An ideal context for testing the brand concept map uses a complex brand with many salient brand associations. The Mayo Clinic brand meets these criteria and also has distinct user groups, allowing for comparison of aggregated maps between patients and non-patients. A Mayo Clinic study was conducted via 1:1 interviews with both patients (n=90) and non-patients (n=75) of the Mayo Clinic in Chicago and Minneapolis. The first stage, elicitation, involved selecting, from open-ended research conducted previously by Mayo, and from discussions with the Mayo brand team, a set of 25 brand associations frequently mentioned by the population of interest. Selected brand associations were those that were frequently mentioned as being important to the brand, such as: “leader in medical research,” “best doctors in the world,” “known worldwide,” “caring and compassionate,” and “doctors work as a team.” In the second stage, mapping, respondents were asked to build a concept map to reflect their own personal view of the brand. An example of a concept map was shown to respondents, and its elements were explained. Respondents were then given the set of selected brand associations to build their own brand map. Figure 1 is an example of a brand concept map created by one individual respondent. 2
  • 3. Fig. 1 Individual Patient Brand Concept Map Best doctors in the world Known Leader in worldwide medical Best patient care Latest Technology Treats rare & complex diseases Brand Associations: Association Connections: 1st Order Weakest Link 2nd Order Medium Link Strongest Link In the third stage, aggregation, a consensus brand map was generated. Each individual brand concept map was coded to reflect presence of brand associations, connections between brand associations, and the strength of brand association connections. Figure 2 illustrates the aggregated patient brand concept map. Note that the map includes both first-order associations (e.g. “best doctors in the world”, “leader in medical research”) and second-order associations (e.g. “doctors work as a team” and “latest medical equipment and technology”). Fig. 2 Aggregated Patient Brand Concept Map Can be trusted to do what’s right for Doctors work as a team patients Can figure out what’s wrong when other doctors can’t Best patient care Best doctors in the world available Treats Mayo Expert in patients with rare & Known worldwide treating serious complex illnesses illnesses Leader World leader in medical in new medical research treatments Latest medical Top-notch surgery equipment & and treatment technology 3
  • 4. Conclusion In conclusion, brand concept maps make important contributions to the area of brand measurement. First, they offer an alternative to existing methods of examining the structure of brand associations, creating a fuller picture than free association, rating scales, and collages by identifying the most important brand associations and showing how these associations are connected. Second, the connections revealed between attributes can provide a sense of what might happen if certain other attributes change. Finally, brand concept maps have advantages over other techniques such as ZMET in that they are easier and less costly to administer, do not require specially trained interviewers, can be used for different data collection settings, can be used on larger samples, and offer comparisons for different segments. As described in a forthcoming article (John, et al., 2006), brand concept maps are also demonstrated to offer a reliable and valid technique for brand measurement. References John, Deborah Roedder, Barbara Loken, Kyeongheui Kim, and Alokparna Basu Monga (in press), “Brand Concept Maps: A Methodology for Identifying Brand Association Networks”, Journal of Marketing Research. Zaltman, Gerald and Robin Higie Coulter (1995), “Seeing the Voice of the Customer: Metaphor- Based Advertising Research,” Journal of Advertising Research, 35 (4), 35-51. Henderson, Geraldine R., Dawn Iacobucci, and Bobby J. Calder (1998), “Brand Diagnostics: Mapping Branding Effects Using Consumer Associative Networks,” European Journal of Operational Research, 111 (2) , 306-27. Summary prepared by Andrew Kaikati and Sunil Kishore, doctoral students, Carlson School of Management, University of Minnesota Presented at the Institute for Research in Marketing’s Carlson on Branding May 19-20, 2006 Institute for Research in Marketing Carlson School of Management University of Minnesota 321 Nineteenth Avenue South, Suite 3-150 Minneapolis, MN 55455-0438 (612) 624-5055, fax (612) 624-8804 carlsonschool.umn.edu/marketinginstitute marketinginstitute@csom.umn.edu 4