Brand Mapping Improves Brand Perception and Position

By: Marketing Touchpoints  09-12-2011
Keywords: brand strategy

Take the guesswork out of brand strategy by showing the links (and gaps) between marketplace opinion, competitive position and brand execution.

Brand Mapping is a proven, research-driven approach to understanding, measuring and improving your brand. It measures the importance and performance of brands in the context of the competitive marketspace, so you can see exactly where issues and opportunities exist.

Focused on your key audiences (such as employees, shareholders, customers and prospects), MCorp’s Brand Mapping measures market awareness, perception and preference. A key brand strategy input, it quantifies these and other related perspectives:

  • Brand Perception: What—exactly—does your brand stand for? Brand Mapping uses our proprietary research and analytical methods to identify and prioritize the attributes and associations that drive perception.
  • Brand Position and Differentiation: Where does your brand stand in the market? Mapping market position vs. your competition, you'll see where opportunities for differentiation exist—or where problems lie.
  • Prioritization: How do different audiences or customer segments perceive your brand differently? Not all aspects of your brand are equal, and this data is critical to messaging.
  • Brand Drivers: How well does your brand experience drive desired customer behaviors? Gain an understanding of what aspects of your brand drive (or prevent) key lifecycle events such as acquisition, loyalty or retention.
  • Performance Metrics: What should you measure to monitor and improve brand health over time? Codify a metrics-based framework (leading and lagging indicators of brand health) for ongoing monitoring of brand performance.

Brand Mapping will help your organization leverage the qualities that make you unique and desirable, while addressing negative perceptions, giving you the tools to compete more effectively. From brand strategy and brand touchpoints to brand monitoring, Brand Mapping can significantly shift how you think about and deliver your brand.

Keywords: brand strategy

Other products and services from Marketing Touchpoints


Loyalty Mapping Improves Customer Advocacy and NPS

Bridging the gap between customer satisfaction and Net Promoter® loyalty research, Loyalty Mapping not only helps you understand where you stand today, but gives you a clear understanding of how to improve. Loyalty Mapping is a research-based diagnostic tool that helps measure satisfaction, current and earned loyalty, and likelihood to recommend.


Touchpoint Mapping Measures and Improves Customer Experience

Touchpoint Mapping is MCorp's proprietary, research-based approach to helping organizations measure touchpoints and their impact on customer experience, and the bottom line. Proven and refined over multiple engagements since 2003, Touchpoint Mapping is a statistically precise way to identify, analyze and improve touchpoint performance. Understand and measure your touchpoints to assess which are missing, which work best, which don't, and why.


Measure and Improve Loyalty to Boost Retention

Satisfaction and Loyalty Drivers: Knowing where you stand is key—but improving your performance on these drivers is the only way to boost loyalty, and increase the value of your customer advocates. Customer loyalty has a proven, positive impact on financial outcomes, measured through metrics including increased retention, boosts in current and future spend, and word-of-mouth referrals.


Brand Consultancy | Customer Experience Research

Customer/business data analysisCapabilities assessmentPrimary researchVoC program design and setupCustomer journey mappingIdeal customer experience definitionRoad map for definition/prioritization. Innovate your customer experience by learning more about the five major activities which drive the experience transformation roadmap. You probably have business issues that MCorp Consulting is uniquely qualified to address.


Touchpoint Research Tools | Brand Workshop Research

We understand that it's not always practical or appropriate for an organization to engage in full-scale brand and customer experience improvement initiatives. Quick Wins" such as workshops and audits can help you quickly identify low-risk, high-return opportunities for brand and customer experience improvements.


Customer Experience Consulting | Strategic Services

Our experience as innovative educators, executives and management consultants enables us to approach your issues from multiple perspectives, with a focus in these areas. We work with senior management on a range of issues focused on the primary objectives of increasing revenue and customer value, and reducing cost. We accomplish this by improving brand and customer experience, and the touchpoints which drive it.