Business Tools Blog

Perceptual maps can be used to display relationships between a brand and its competition on a set of attributes or brand images.   A perceptual map can be extremely insightful … but not so easy to build from scratch! BrandMap provides an excel graphing add-in that lets you easily produce three types of perceptual maps.  All you need to do is build the Excel table with brands and attributes, and BrandMap’s add-in does the rest. Each map/chart can be copied and pasted into your presentation. You can literally graph your competition.   Here’s an example of a biplot also showing the Brand Projector tool in action:

There’s another tool called Brand Profiler that displays the relative strengths and weaknesses of brands on their attributes by mathematically determining the degree to which the brand standings differ from expectations. Using as input an Excel table of brands and attributes, the program automatically produces output of 1 chart per brand with bars for each attribute or 1 chart per attribute with bars for each brand. Brand Profiler can also produce the same information on a 1 page radar chart.