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Brand Concept Map: A New Way of Segmenting the Market.
Céline Brandt,
HEC-Ulg.
Abstract
Brand maps, or graphical representations of brand associations’ networks are particularly
useful when trying to understand the links and relations between brand attributes. These brand
associations can be based on particular features, logos and usage situations. The networks
show the value of the brand to consumers. Thus, it is essential for marketing managers to be
aware of the nature and structure of associations for their brand.
In this paper, we first present the different methods used to build brand maps and compare
them with a new methodology developed by Roedder John et al. (2005), namely: Brand
Concept Maps (BCM). This is followed by two empirical studies.
In the first study, we apply the BCM methodology to identify the network of brand
associations to Lipton Ice Tea. “Nature”, “fruits”, “thirst-quenching”, “freshness”, “sun”,
“pleasure” and “terrace” are seven of the ten core brand attributes present in the brand map.
These attributes correspond to the European vision of Lipton Ice Tea, i.e. a healthy beverage,
with the benefits of tea and considered as a juice rather than as a soft drink. But “sugar”,
“contemporary” and “soft drink” are three core associations which do not correspond to the
classical perception of Ice Tea. Furthermore some negative attributes like “sugar”,
“marketing” and “obesity” are also present in the brand map.
In the second study, we aggregated data from individual brand maps to reveal segments with
different brand perceptions. We propose a market segmentation, based on similar brand
perceptions (or brand maps). Subsequently, we translated the sets of brand perceptions in
effective segments through the use of demographic and behavioral variables. Using cluster
analysis, we found 6 different clusters: ”After sport”, “sunny”, “sweet and expensive”, “fruit
juice”, “quality at any time” and “light and healthy”. The goal was to identify which of the
subgroups have a perception that is inconsistent with the European perception of Ice Tea.
While the attribute “soft drink” is perceived by all the clusters, non-consumers and casual
consumers consider ice tea as an aggressively marketed product, being full of sugar
In terms of managerial implications, BCM will allow marketers to define the core brand
associations and distinguish between vital associations and attributes that could be managed
in order to transform the brand image. Second, managers will be able to differentiate between
the perceptions of the different segments and decide which segment to target in order to
harmonize or modify the brand image.
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I. Introduction
Most cognitive psychologist believe that information is organized as a network in consumer
memory (Collins and Loftus 1975, Collins and Quillian 1969, Tversky 1977). Those networks
are commonly called associative networks. They consist of storage units filled with
associations and associative links (Solomon 2006, p101). A graphical representation of a
concept and its associations is called a concept map. A brand map identifies essential brand
associations, but also conveys how these attributes are connected to the brand and to each
other (Roedder John et al. 2005). Using different research methodologies, brand maps can be
developed as a visual representation of these associative networks which are present in our
memory.
Brand associations can have different characteristics: Consumers associate a brand with
particular attributes or features, logos, usage situations, and so on. Some of these attributes are
conscious, and some are subconscious. This association network shows the brand’s
uniqueness and the unique value of the brand to consumers (Aaker 1996). Because of the
links to brand equity, it is essential for marketing managers to be aware of the nature and
structure of associations for their brand (Henderson et al. 1998). Ideally, managers should be
able to produce brand maps containing the important brand associations and the links
betweens these associations. It would help them understand how the brand is perceived by the
consumer in general, or by segment, how this perception corresponds to the brand positioning
and thus how to adapt the integrated communication.
Concept maps have been applied to a variety of areas. In the 1990s, several studies linking
concept maps to marketing issues appeared (Carbonara and Scozzi 2006, Elliot et al. 2003,
Higie Coulter and Zaltman 1994, MacKay and Easley 1996). Brand concepts maps have first
been analyzed in a qualitative manner with a focus on the individual perceptions in order to
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increase the likelihood that the full variety of brand associations in a respondent’s memory
will be evoked. More recently, several studies have included quantitative analyses of brand
concept maps. Those studies capture the brand image using measures of centrality, cohesion,
position, density and structural equivalence (Henderson et al. 1998) or highlight the brand’s
core identity using an aggregation procedure (Roedder John et al. 2005). These quantitative
methods and their applications to branding are still in their infancy. This paper proposes an
application of the Brand Concept Mapping (BCM) method to a branded consumer good and
the use of this quantitative technique to segment the market based on brand perception.
The Brand Concept Mapping approach has significant implications for researchers, as well as
managers. First, BCM not only allows the use of past research to simplify the elicitation stage,
but it also allows to aggregate the individual brand maps, which was not possible with the
classical consensus maps. In light of these issues, the goals of our first study is to better
determine the usefulness of BCM for branding research by replicating the methodology used
by Roedder John et al. (2005) and checking for validity, but also by applying the tool to
another product (good instead of service) and by improving the elicitation stage using the
Zaltman metaphor elicitation technique, or ZMET (Zaltman and Coulter 1995).In the second
study, we use the tool for a new application. We propose to cluster the individual brand maps
in order to segment the market in terms of brand perception. Then, we will translate the sets of
brand perceptions in effective segments through the use of demographic and behavioral
variables.
Second, BCM is a mapping method that allows managers to rely on past research to define the
brand attributes before building the individual and aggregate brand maps. As a result,
managers are able to define the core brand associations (proximity and links), compare them
with the brand positioning and assess the efficacy of the communication campaign. One can
distinguish between vital associations and attributes that could be changed in order to
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transform the brand image. Also, managers will be able to differentiate the perceptions of the
different segments and decide which elements of the integrated marketing communication
mix (IMC) have to be modified in order to correct the brand image problem or in order to
improve the synergy. BCM will also help managers in identifying which segment to target in
order to harmonize or to modify the brand image. VOIR UNILEVER
Our research consists of two studies. The first study examines the perception of Ice Tea in the
French part of Belgium (Wallonia). and how the Wallonia brand concept map differs from the
European Ice Tea perception? The second study considers how individual consumer
characteristics (e.g. gender, age, net income) influence the Ice Tea brand perception and how
behavioral characteristics of the consumers (e.g. consumer and non consumer) will influence
the Ice Tea brand perception?
We have structured this paper as follows. First the relevant literature on segmentation and
concept mapping is briefly reviewed. Next, we present the model used for our study and
compare it with other brand maps elicitation models. Subsequently, the strengths and
weaknesses of the different methods are identified. We then present two empirical studies
including the issue, the methodology, the collecting procedure and the coding method. We
conclude with a new approach to segmentation and a general discussion.
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II. Literature Review
Collins and Quillian (1969) were the first to develop a model of knowledge organization in
long-term memory. They concluded that concepts are linked to nodes that represent the
concept properties. They also developed the idea that concepts are organized into a hierarchy
in consumer memory and that properties of concepts are stored at the highest possible level in
the hierarchy and not re-represented at lower levels. Collins and Loftus (1975) proposed
another model of information storage which is still used today for marketing applications. It
assumes that properties can be represented several times in consumer memory and that
information is not organized hierarchically. This model has been used to develop concept
mapping techniques, in different areas of interest. When using concept maps, we assume that
the arrangement of the information on the page reveals the inherent relationships represented
in a person’s mind (Joiner 1998). Concepts maps are frequently used in educational and
counseling research (Comeau and Hiebert 1991, Goodyear et al. 2005, Martin 1985, Mc Clure
et al. 1999, Novak and Gowin 1984, Xiufeng 2004). It has also been applied to social
psychology (Lord and Desforges 1994). Recently, (Schuck and Liddle 2004) applied the
concept mapping technique to human resources management, particularly to the experience of
women in management positions.
In the 1990s, the technique was first applied to the marketing area with a focus on the product
and later on brands. MacKay and Easley (1996) showed international differences in product
perception using concept maps. Elliot et al. (2003) used concept mapping techniques to assist
product resourcing decisions. Carbonara and Scozzi (2006) used concept maps to investigate
the problem of new product development process. Focusing on branding, Dobni and Zinkhan
(1990) summarized the different techniques that have been used to capture the brand image,
starting with the individual dimension proposed by Pohlman and Mudd (1973). Dolich (1969)
investigated a single measure for overall brand image while Boivin (1986) developed isolated
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measures or measures relative to the competition. Bird et al. (1970) measure brand image as a
function of brand usage and brand conspicuousness while Green and Devita (1977) developed
measures based on discriminating attributes.
Two categories of techniques have been used to create brand maps in various ways, namely:
consumer mapping and network analysis systems. In the first category, brand associations
are elicited from consumers, who are then asked to construct networks that show links
between associations and the brand as well as links among associations. Finally individual
brand maps are aggregated into a consensus brand map. When using network analysis
systems, brand associations, obtained from the elicitation stage with customers, are used,
followed by analytical methods, to discover the network of brand associations (measures of
centrality, cohesion, position, density and structural equivalence).
Two qualitative consumer mapping techniques have been utilized in the area of branding.
Higie Coulter and Zaltman (1994) applied the Zaltman metaphor elicitation technique
(ZMET) to the brand. ZMET is a research tool that uses visual and sensory image, assuming
that 80% of the human communication is nonverbal. The ZMET is designed to” understand
the cognitive structures, or mental models, that cause a feeling of personal relevance”
(Christensen and Olson 2002). This method contains three steps: the eliciting stage, the
mapping stage and the aggregation stage. During the elicitation stage, 15 persons are
recruited and the topic is introduced. Then, participants collect 12 pictures about the topic to
prepare a two-hour interviews that will take place 10 days later. During this interview,
participants will be asked to tell stories about the pictures and to sort the pictures. As a result,
constructs will be elicitated using the repertory grid method and laddering process. During
the mapping stage, respondents are asked to create a map illustrating the connections among
important constructs. Finally, during the aggregation stage, data are codified and constructs
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are chosen in order to build the final map, regarding how frequently they are mentioned. The
primary strength of ZMET is the ability to elicit conscious and unconscious attributes, if
these are unknown. But this process is very labour intensive, especially the elicitation stage.
Interviewers must be specially trained to cognitive psychology and neuroscience, while
respondents must be willing to participate to two interview sessions and prepare pictures for
them. This method is well suited to situations where limited data exists. But, if prior research
exists regarding the brand attributes, and if the goal is to understand the individual brand
maps structures, this methodology is not very useful.
Joiner (1998) examined whether the concept map methodology could be used with
marketing-related stimuli to elicit salient concepts. He also examined the stability and
reliability of brand associations. Compared to the ZMET, traditional concept mapping
techniques are easier to administer, but they focus more on conscious evaluation. Up to this
point, concepts maps have always been analyzed in an qualitative perspective with a focus on
the individual perceptions, in order to increase the likelihood that “the full variety of brand
associations in a respondent’s memory will be evoked” (Joiner 1998, p312). The traditional
concept mapping methodology does not allow aggregating the brand association networks. In
order to solve this problem, new quantitative methodologies have been developed.
Henderson et al.(1998) developed a quantitative tool to capture the brand image using social
network analysis (measures of centrality, cohesion, position, density and structural
equivalence). Klein Reesink (2004) also used social network analysis to collect brand
knowledge in a quantitative way, using an internet experiment. But traditional concept
mapping methods and social network analysis are very intensive in the elicitation stage due to
the attributes elicitation from the individual consumers.
Roedder John et al. (2005), pioneered a quantitative consumer mapping technique allowing
the aggregation stage as a result of a more structured elicitation stage. This mapping method
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has less labor-intensive processes in the elicitation and aggregation stage because of the use of
prior brand research. Procedures do not require specialized expertise and training for
interviewers.. The main weakness of the method is that it focuses on the conscious part of the
brand evaluation, as opposed to ZMET which uncovers certain unconscious attributes through
the use of pictures description and specially trained interviewers. ZMET and other projection
techniques are used to reveal private feelings, irrationality, illogical behavior and repressed
attitudes, which cannot be noticed through the use of classical interview techniques
(Pellemans 1999)
INSERT FIGURE 1
In the second study, we will use this method to segment the market in terms of brand
perception. Several authors (Buchta et al. 2000, Gensch 1978, Gonzales-Arce 1975, MacKay
and Easley 1996) investigated market segmentation in terms of brand perception. However
most of them (Buchta et al. 2000, Gensch 1978, Gonzales-Arce 1975) focus on the
comparison between several brands, whereas BCM focuses on a single brand: Gonzales-Arce
(1975) used likert-type scaling and group interviews to build a consumer preference study for
several brands, Gensch (1978) highlight image-measurement differences after the evaluation
of 17 attributes of several brands in focus groups, Buchta et al. (2000) used perception-based
marketing segmentation to identify perceptual profiles by representing several products on the
same map. MacKay and Easley (1996) compared the product perception on two different
markets by using MDS. Compared to MDS, BCM allows the representation of various
attributes, showing the strength of the links and the proximity of the associations.
This research attempts to answer the following questions: What is the perception of Ice Tea in
Wallonia? How is the Wallonia Brand Concept Map different from the European Ice Tea
perception? Indeed, the Belgian market is an unusual market for Lipton Ice Tea and its maker
(Unilever). Since most of the European countries perceive Lipton Ice Tea as a healthy and a
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100% natural drink that can be compared to a juice, Belgian consumers and non-consumers
still perceive the product as a sweet soft drink linked to sport and energy. The goal of
Unilever is to obtain a uniform brand image which is consistent for the whole Europe.
INSERT FIGURE 2
Second, using codified data, we will cluster the respondents in terms of brand perceptions and
analyze the differences between clusters using ANOVA tests and contingency tables.
This second study will allow us to analyze the characteristics of the different clusters in terms
of demographic and behavioral variables. Based on these findings, we will be able to find
which segments have a biased brand perception and which communication decisions have to
be taken in order to correct this image problem.
INSERT FIGURE 3
P1: Consumer/nonconsumer has an effect on brand perception
P2: Age has an effect on the brand perception
P3: Income has an effect on brand perception
P4: Gender has an effect on brand perception
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III. Study 1
Research Design
Secondary data and qualitative interviews with brand managers
The main goal of the qualitative interviews was to obtain a complete list of brand attributes. In
order to achieve it, we first analyzed the past studies ordered by the company, and then we
interviewed the product manager about the brand. After this first step, we obtained the
following list of attributes:
INSERT TABLE 1
ZMET or the qualitative interview with consumers and non-consumers
The goal of this qualitative research was to identify additional attributes that could be
included in the quantitative approach. Most of the variables had already been elicited in
conducting interviews with brand managers (see above). In order to be thorough, we
performed in-depth interviews with consumers and non-consumers following the elicitation
stage of Zaltman Metaphor Elicitation Technique (ZMET). Visual stimuli, which evoke
conscious and unconscious responses, were used. We performed 25 interviews following the
ZMET process explained in the literature review. A sample size of 15 respondents is
considered sufficient (Zaltman and Coulter 1995). We used the additional attributes to
complete the list made with the Lipton Ice Tea brand manager and obtained a final list of 32
attributes.
INSERT TABLE 2
Quantitative interviews
For this part, we performed 160 face-to-face interviews, using open-ended questions to obtain
personal and sensitive answers. Respondents were asked to create their brand maps in four
different steps. The first step is the selection and elicitation of brand associations. The
interviewer shows a poster containing cards with brand associations (positive and negative)
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and participants are asked to answer the following unstructured question: “What comes to
mind when you think about this brand?”
At the beginning of the second step, the interviewer shows another brand concept map to
describe the different links (single, double or triple) indicating how strong the associations
are. The main goal of the third step is to create the brand concept map for the brand in
question, using the cards they have previously selected, a poster containing the brand name as
well as simple, double and triple lines to connect the cards. In the last and fourth step, the
interviewer asks respondents to write down degree of familiarity, the closeness of the
relationship and the prior experiences with the brand.
The target population is defined as Belgians living in Wallonia. Taking into account the
exploratory nature of the study, we chose a non-probability sampling system. The sex, age,
revenue and “consumer-nonconsumer” are the major segmentation variables used by Unilever
when segmenting the Ice Tea market in terms of customer needs. In order to underline the
different brand perceptions (study 2), we want to have representatives of all the subgroups of
the population in our sample, therefore, we will use quota:
INSERT TABLE 3
The selection of the respondents will then be made, based on convenience.
Codification and aggregation
Finally, the individual brand maps have to be codified in order to aggregate them and obtain
one single overall brand map for the whole population. Different aggregating measures were
developed to build the consensus map. The first two measures tell us if the attribute is “core”
in the consumers’ perception of the brand. The first measure is “the frequency of mention”
which is calculated by dividing the number of times an attribute has been cited by the total
amount of individual maps. The second measure is “the number of interconnections” which
counts the number of times the brand association is linked to other associations. The next
measures show which of the core associations should be linked directly to the brand. “The
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frequency of first order mention” measures the number of times an association has been
directly linked to the brand. ”The ration of first order mentions” is the frequency of first order
mention divided by the frequency of mention. Finally, the type of interconnections,
superordinate or subordinate, indicates if most associations linked appear below it
(superordinate) or above it (subordinate).
Data Analysis
In order to build the consensus map, the first step is to identify the core attributes that best
describe the brand. In order to achieve this, we used the frequency of mention and the number
of interconnections. The 50% cutoff had been chosen to keep the attributes that have been
listed by a majority of respondents. This level is consistent with similar 50% cut-off levels in
many content study of brand attributes, beliefs and values (Roedder John et al. 2005). If we
include the borderline frequencies (>45%), we obtain 10 core brand associations. The goal of
the second step is to determine which of the core brand associations must be directly linked to
the brand. If the first–order mention is higher than 50% and if the number of superordinate
connections is higher than the number of subordinate connections, the attribute can be
considered as a first-order attribute. Eight of the 10 core attributes fulfill the conditions to be
directly linked to the brand. The third step involves an analysis of the associations’ links in
order to find where to place the remaining core brand attributes. Therefore, we examined the
frequency of links between associations. Finally, we decided to incorporate non-core brand
associations that are frequently linked to core associations.
In order to decide which type of link to use for each connection, we take the average type
used in the individual brand maps.
INSERT FIGURE 4
We notice that most of the core associations correspond to the European perception of Lipton
Ice Tea: “nature”, “fruits”, “thirst-quenching”, “freshness”, “sun”, “pleasure” and “terrace”.
But “sugar”, “contemporary” and “soft drink” do not correspond to the classical perception of
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Ice Tea. Indeed, the brand managers want Ice Tea to be considered as a “fruit juice” instead of
a “soft drink”.
The three attributes with a double links are “thirst-quenching”, “sun” and “terrace”. Those
three attributes correspond to the European perception of Lipton Ice Tea. Most of the
associations are positive except for the marketing and the sugar, which is directly linked to
overweight.
Reliability
Split-Half Reliability: In order to test the reliability, the individual brand maps are randomly
split in two halves and we repeated the aggregation procedure for the two split-half maps.
Then we evaluated the degree of consistency between the both consensus maps and thus
check if the measures are reliable. The first aggregate brand map has 10 core attributes, while
the second one has 9 core attributes. Both aggregate brand maps have 7 attributes in common:
“fruits”, “plants”, “freshness”, “thirst-quenching”, “sun”, “soft drink” and “relax”. The two
additional core brand attributes in the first consensus map are “lemon” and “marketing”. The
two maps have 6 first-link associations, with 3 attributes in common. The two figures have at
least a moderate degree of consistency. In order to be more precise, we did a quantitative
analysis of split half reliability. If we compare the two brand maps in terms of the presence or
absence of each of the possible 32 brand associations, we obtain a significant chi-square
indicating a distribution different from what expected (Chi-square=16,725; p=0,000<0.05;
N=32) and thus a high correlation between the two brand maps (Contingency coefficient=
0,586). If we compare the two brand maps in terms of the presence or absence of each of the
possible 32 brand associations as a first link association, we obtain a significant chi-square
(Chi-square=4,734; p=0,030<0.05; N=32) and thus a sufficient correlation between the two
brand maps (Contingency coefficient = 0,359). Therefore, the degree of consistency between
the two brand maps is high and our measure is reliable.
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Nomological validity: In order to test the nomological validity, we split the individual brand
maps in two categories that should differ in a predictable way (consumers and non-consumers
or “best friend”, “casual friend” and “casual acquaintance”), and then we repeated the
aggregation procedure for the two or three maps. “Experts typically have knowledge
structures that are more complex and highly integrated, which would translate into more
brand associations, more brand association links, stronger brand association links and greater
hierarchical structure” (Roedder John et al. 2005, p55).
The map for the “consumers” group has a more complex structure with more brand
associations (the “consumers” consensus map contains 10 core brand attributes and the “nonconsumers” consensus map contains 8 core brand attributes), more interconnections between
associations and more double links.
INSERT TABLE 4
After having performed a second analysis at the individual level, the calculations confirm that
the consumers have brand concept maps with more associations, more first-level associations,
more links, more triple and double links and a more hierarchical branching (more second and
third-level associations). Therefore, the differences between consumers and non-consumers
have been shown clearly, and thus provide proof of the nomological validity. Fournier (1998)
described the relationship between a consumer and a brand as a dyadic relationship similar to
a relationship between two persons. In order to represent the closeness and the intimacy
(Berscheid and Peplau 1983), respondents have been asked to characterize their relationship
with Lipton Ice Tea as either “best friend”, “casual friend” or “casual acquaintance”. “Best
friend” is the most intimate relationship with personal involvement and affect (Roedder John
et al. 2005). The consensus brand maps are expected to be different for these three categories,
because the more intimacy consumers have with the product, the more knowledge they have
about the product and the more complex the brand map should be regarding the number of
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associations, the hierarchical structure, the number of links and the number of double and
triple links (Roedder John et al. 2005).
By comparing the maps, we would conclude that the “best friend” map is the most complex
(13 core attributes) followed by the “casual friend” map (10 core attributes) and the “casual
acquaintance (9 core attributes).
In terms of core brand associations, the results are not as clear. The “best friend” map has
eight first-order associations, while the” casual friend” map has seven first-order associations.
But the “casual acquaintance” has nine first-order associations. Furthermore, the number of
links is smaller for the “best friend maps” than for the two other maps.
We find that the “casual friends” include first-order attributes like “sports” or “soft drink”,
while the “best friends” do not. The “best friends” and “casual friends” only chose positive
associations. Conversely, the “casual acquaintances” also consider Lipton Ice Tea as a
beverage with a lot of “sugar” that leads to “obesity”. They also underlined the “marketing”
aspect of the brand, which is often perceived negatively.
In the second analysis at the individual level, we can conclude that the “best friend” map is
the most complex (followed by “casual friends” and “casual acquaintance”) in terms of the
number of first-level associations, the total number of links, the number of first-order links
and the number of triple links.
If we compare the two extreme groups, the total number of beliefs, the number of second and
third –level associations and the total number of double links are higher for the best friends.
But for these three items, the “casual friends” have the highest values.
Finally, regarding the number of second and third order links, as well as the number of single
links, the “best friends” have the least complex individual brand maps. To conclude, for most
of the figures, the complexity rank is confirmed. For the other items, it is important to
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underline the small sample of best friends (8) that could have biased the consensus brand map
of this category.
Discussion
Our first study describes the BCM method and proves its usefulness, reliability and validity.
As described before, the main advantages of the technique are an effective elicitation stage
due to the standardized answers and the possibility to aggregate the results in a consensus
brand map. This last benefit was not attainable with the previous concept mapping techniques.
Because of this new method, we are able to better understand the Ice Tea general perception,
the attributes linked to the brand and the importance of the attributes because of the different
links.
Regarding the Ice Tea perception, this first study allowed us to identify the main features of
the product. “Nature”, “fruits”, “thirst-quenching”, “freshness”, “sun”, “pleasure” and
“terrace” are seven of the ten core brand attributes present in the consensus brand map.
Furthermore, the three first-order attributes with a double links are “thirst-quenching”, “sun”
and “terrace”. These attributes correspond to the European vision of Ice Tea, i.e. a “healthy”
beverage, with the benefits of tea and considered as a “juice” rather than as a “soft drink”.
But “sugar”, “contemporary” and “soft drink” don’t correspond to the classical perception of
Ice Tea. Furthermore some negative attributes like “sugar”, “marketing” and “obesity” are
also present in the consensus map. A first nomological validity analysis using two brand
maps, one for consumer and one for non-consumers, showed us the differences between the
two groups. On the basis of this analysis, we can see that the attributes “marketing” and
“sugar” are only identified by non-consumers, while the attribute “contemporary” appears
only in the consumers’ consensus map.
The nomological validity analysis showed us the different perceptions of Ice Tea based on the
buying behavior. A relevant question at this point is: do other variables, for example
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demographic variables, influence the Ice Tea perception? In particular, do the brand maps
differ in terms of core brand attributes for respondents with different ages, income and
gender? We will examine these questions in our second study.
IV. Study 2
Research Design
In order to segment the market based on brand perceptions, we will use cluster analysis to
create clusters of individuals who show similar brand perceptions. In order to interpret the
clusters, we will perform independent-samples T-tests and profile diagrams. This analysis will
allow us to check the different values of the attributes in the clusters. Finally, we will use
ANOVA in order to test if the clusters differ in terms of age (metric variable) and we will
generate contingency tables to distinguish the differences among clusters in terms of gender,
income, consumer/non-consumer and relationship groups (categorical variables). Considering
the small sample, we cannot check the validity at the segment level because of a split-sample
technique.
Data Analysis
Cluster Analysis
The purpose of cluster analysis is to group objects based on the characteristics they possess.
The size of the sample is large enough to represent all of the relevant groups of the population
(table 3). We will use Sokal and Sneath 4 as suggested by Everitt et al. (2001) for binary
variables. As a cluster method, we will use the “complete linkage method” (or further
neighbor).
Using the measure of heterogeneity change, profile diagrams and the independent-samples Ttests, we will decide how many clusters to keep in the analysis. By plotting the distance
coefficients, we propose to choose the 5 clusters solution (slope variation). We have analysed
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the 4-clusters solution and the 6-clusters solutions as well in order to avoid losing
information.
INSERT FIGURE 5
Using profile diagrams and the independent-sample T-tests, we conclude that the clusters that
are grouped to switch from 6 to 5 and 5 to 4 clusters are significantly different on several
variables. In order to analyze the data as thoroughly as possible, and to avoid losing
information, we will analyze the 6-clusters solution. Using the mean-scores, the profile
diagrams and the independent-samples T-tests, we will describe the clusters in terms of brand
attributes and assign a label to each cluster.
INSERT FIGURE 6
First of all, we noticed that the attribute “thirst-quenching” is important for all the clusters.

Cluster 1: “After sports”
The members of the first cluster consider Ice Tea as a beverage that can be drunk at any time,
but especially after sports, or relaxing on a terrace. More than 50% of this group considers Ice
Tea as a fresh soft drink linked to (tea) plants.

Cluster 2: “Sunny”
The second cluster considers Ice Tea as a beverage witch is mostly drunk when the weather is
sunny. More than 50% of the members enjoy the freshness and the fruity side of Ice Tea.
They also link Ice Tea to a relaxation.

Cluster 3: “Sweet and expensive”
The third cluster has a negative perception of Ice Tea. This group considers Ice Tea as a soft
drink, full of sugar that causes obesity. They also criticize the price of the beverage, the
marketing, as well as the presence of aspartame and other additives.
More than 50% of this group also considers Ice Tea a contemporary, fresh sparkling soft
drink, linked to the sun.

Cluster 4: “Fruit Juice”
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Cluster number 4 considers Ice Tea especially linked to freshness, lemon and other fruits.
70% of the members find it especially linked to (tea) plants, but 50% of the sample considers
it as being very sweet.

Cluster 5: “Quality at any time”
The cluster number 5 considers Ice Tea as a contemporary beverage that can be drunk at any
time. This is a quality beverage, but with a risk of becoming overweight when the
consumption is high. Most of the members also emphasized the healthy side of Ice Tea,
particularly Ice Tea Light. But they also recognized sugar quantity and the high level of
marketing.

Cluster 6: “Light and healthy”
The members of this cluster emphasized the healthy side of Ice Tea, and particularly Lipton
Ice Tea Light. They noticed the quality of the beverage, the link with fruits and plants and the
energy contribution. More than 50% of this group also recognized the link to sports,
freshness, terrace, sun, relaxation, lemon and marketing.
Using ANOVA and contingency tables, we will compare average score profiles on behavioral
and demographic variables for the clusters in order to profile them.
ANOVA and Contingency Tables
Age: ANOVA as well as the pairwise Post Hoc tests indicate no significant difference in age
between the clusters (sig=0,095>0,05; F=1,917). If we distinguish Lipton Ice Tea’s target
market, i.e.people below 40 years old, and the people above 40, we obtain a contingency table
with a significant chi-squared test (sig= 0,039<0,05) indicating a systematic association
between the two variables. We notice a higher relative proportion of persons below 40 years
old in the clusters number 6 and a majority of persons above 40 years old in the cluster
number 5.
20
High and low income: Thee chi-square test is not significant (0,489>0,05), we notice the
higher relative proportion of the high income in the cluster number 3 and a higher relative
proportion of low income in the cluster number 6.
Gender: Despite the non-significant chi-square (0,646>0,05), we notice a higher relative
proportion of women (0) in the clusters number 3 and 6 and a higher proportion of men in the
cluster number 1, 5.
Consumers and non-consumers: With a significant chi-square (0,013<0,05) indicating a
systematic association between the two variables, we notice a higher relative portion of
consumers in the clusters 1 and 2 and a higher relative proportion of non-consumers in the
clusters 3 and 5.
Best friend, casual friend, casual acquaintance:
Despite the non-significant chi-square (0,185>0,05), we notice that the first cluster contains a
bigger proportion of members coming from the best friend group and few casual
acquaintances. The second cluster contains mainly casual friends and casual acquaintance.
The third group contains principally casual acquaintances. The cluster number 4 contains a
higher relative proportion of casual acquaintance and the cluster number 6 has a higher
relative proportion of best friends.
Clusters’ profiles
Cluster 1: “After sports”: This group contains principally men who consume Lipton Ice Tea
on a regular basis, after sports, and consider it as a “best friend”.
Cluster 2: “Sunny”: This cluster contains mainly consumers who drink Lipton Ice Tea on a
casual basis, on a terrace when the weather is sunny.
Cluster 3: “Sweet and expensive”: This cluster contains mainly women with high income,
who don’t consume Lipton Ice Tea and consider it as a casual acquaintance because of
advertising. Regarding the attributes listed, we deduce that those women described their
opinion about the classic Lipton Ice Tea.
21
Cluster 4: “Fruit juice”: This cluster contains men and women that consider Lipton Ice Tea
as a fruit juice (freshness, plants, lemon) and consume it as a casual acquaintance.
Cluster 5: “Quality at any time, break”: This cluster contains principally men above 40, who
don’t drink Lipton Ice Tea.
Cluster 6: “Light and healthy”: This cluster contains mainly women below 40 with a low
income, who consider Lipton Ice Tea as being their “best friends”. Regarding the attributes
listed, we assume that those women consume Lipton Ice Tea Light.
V. Conclusions and implications for brand management
Our first study allowed us to identify the main features of the brand. Some of the core
attributes of the consensus map are consistent with the European perception of Ice Tea, i.e. a
healthy beverage, with the benefits of tea and considered as a juice rather than as a soft drink:
“Nature”, “fruits”, “thirst-quenching”, “freshness”, “sun”, “pleasure” and “terrace”. But
“sugar”, “contemporary” and “soft drink” are three core associations that do not correspond to
the traditional perception of Ice Tea. Furthermore some negative attributes like “sugar”,
“marketing” and “obesity” are also present in the consensus map.
The goal of the second study was to discover if brand perception changes when the
demographic and behavioral variables differ. We also want to identify which of the subgroups
have a opinion that is inconsistent with the European perception of Ice Tea. Using cluster
analysis, we found 6 different clusters: “After the sport”, “sunny”, “sweet and expensive”,
“fruit juice”, “quality at any time” and “light and healthy”.
Because of the studies described above, marketing managers are able to see which
associations define the brand’s core identity and which associations have to be changed in
order to alter the brand image. On the basis of the second empirical study, managers are able
to see the distinctive brand perceptions of the different segments and distinguish which brand
perceptions are not consistent with the European perception of a 100% natural and healthy
drink containing anti-oxidizers: “soft drink”, “sugar”, “marketing” and “contemporary”.
22
We conclude that most of the problematic attributes are perceived by non-consumers or by
casual consumers, except for the “soft drink” side which is perceived by almost all
respondents. The reason for this “soft drink” image is that most Belgians consume a sparkling
Lipton Ice Tea, which is more similar to a soft drink than to a fruit juice. Regarding the other
problematic attributes, they are mainly perceived by non-consumers and casual consumers,
thus we assume that the product itself and its packaging are consistent with the European
positioning. Therefore, the main problem is located on the communication campaign. Indeed,
several years ago, Lipton Ice Tea Belgium concentrated the communication campaign on
sport. Since most of the drinks dedicated to sport are energy drinks which contain high
proportions of sugar, certain people consider Lipton Ice Tea as part of this category. The
attribute “marketing” is due to large advertising campaigns by the maker of the product, while
the attribute “contemporary” is due to the trendy side of the product and the target market
(<39). Thus, the maker of the product should improve the synergy of the integrated marketing
communication, correct the sports drink image and enlarge the target market to include older
consumers who often worry about products being healthy.
23
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26
Figure 1: Three steps of BCM
Elicitation
Brand association
(developed from
prior brand research)
selection and
elicitation. Brand
concept map
explanation by the
interviewer
Mapping
Respondents
connect the
cards with a
variety of
types of
lines to the
poster board.
Aggregation
Step-by-step
process for
analysing
individual brand
maps and
extracting the
most common
thinking
FIGURE 2: Model: Aggregation of the individual brand maps
Individual Brand
Perception 1
Attribute 1
…
Attribute n
Aggregation
Aggregate Brand
Perception
…
Attribute 1
…
Individual Brand
Perception x
Attribute n
Attribute 1
…
Attribute n
Figure 3: Model: Segmentation based on brand perception
Individual Brand
Perception 1
Brand Perception in
Cluster 1
Attribute 1
…
Attribute n
Attribute 1
…
Cluster
Analysis
Consumer/
nonconsumer
P2
Age
P3
P4
Attribute n
…
P1
Gender
…
Individual Brand
Perception x
Income
Brand Perception in
Cluster z
P1
Consumer/
nonconsumer
Age
Attribute 1
…
Attribute 1
…
P2
Attribute n
Attribute n
P4
P3
Income
Gender
Figure 4: Model: Lipton Ice Tea Brand Map
Marketing,
advertising,
packaging
Nature, green,
veggies, flowers, plant, leaf
Fruits, exotic
Thirst-quenching
Cool, fun, trendy,
contemporary
Ice Tea
Freshness, ice cubes
Soft drink
Pleasure, relaxation
Sun, heat, beach,
swimming pool, holiday, deck
chair, sand, scorching heat
Sparkling
Sugar
Overweight,
obesity
Terrace, outdoor,
restaurant, between friends,
social
27
Distance coefficient
Figure 5: Number of clusters
0,6
0,5
0,4
0,3
0,2
0,1
0
17 16 15 14 13 12 11 10
9
8
7
6
5
4
3
2
Number of clusters
Figure 6: Profile diagram (6-clusters solution)
1,200
CLUSTER 1
0,800
CLUSTER 2
0,600
CLUSTER 3
0,400
CLUSTER 4
0,200
CLUSTER 5
0,000
CLUSTER 6
V
A
V R1
A
V R2
A
V R3
A
V R4
A
V R5
A
V R6
A
V R7
A
V R8
V AR
A 9
V R1
A
V R10
A
V R11
A
V R12
A
V R13
A
V R14
A
V R15
A
V R16
A
V R17
A
V R18
A
V R29
A
V R20
A
V R21
A
V R22
A
V R23
A
V R24
A
V R25
A
V R26
A
V R27
A
V R28
A
V R39
A
V R30
A 1
R3
2
1,000
Table 1: List of brand attributes after the interview with the brand manager
1
2
3
4
5
6
7
8
9
Natural
Revitalizing
Summer
Terrace
Sun
Holidays
Lemon
Glass "balloon"
Relax
10
11
12
13
14
15
16
17
18
Fresh
Active
Healthy
Social
Outdoor
Fun
Hedonic
Good quality
High price
28
Table 2: Final list of attributes
1
2
3
4
5
Sport, move,
mountain bike, clubhouse,
fitness, adventure,
sensation, effort
Wellness, Harmony,
equilibrium
Family, children
9
10
11
17
Sun, heat, beach,
swimming pool, holiday,
deck chair, sand,
scorching heat
18
Light, diet, silhouette,
figure
19
Lemon, yellow
20
Break, free time
21
Sugar
25
Terrace, outdoor,
restaurant, between
friends, social
Marketing,
advertising,
packaging
Energy, revitalizing,
active
Aperitif, cocktails
26
27
Addictive,
antidepressant
Additive, sweetener
At any time
Carafe
28
29
Sparkling
Peace, rest
Hedonic
Cool, fun, trendy,
contemporary
Good quality
12
13
6
7
Fruits, exotic
Nature, green,
veggies, flowers, plant, leaf
Freshness, ice cubes
Overweight, obesity
14
15
Relaxation
High price
22
23
Glass "ballon"
Indigestible
30
31
8
Thirst-quenching
16
Soft drink
24
Waste, pollution
32
Table 3: Quota
AGE
<20
20-24
25-29
30-39
40-49
>50
FREQUENCY
12
30
37
30
24
27
%
8%
19%
23%
19%
15%
17%
SEXE
MALE
FEMALE
INCOME
<10000
10000-20000
20000-30000
30000-40000
>40000
FREQUENCY
70
90
FREQUENCY
57
11
37
38
15
%
44%
56%
%
36%
7%
23%
24%
9%
Table 4: Nomological Validity Tests
Total number of beliefs
Total number of first level
associations
Total number of second
and third level associations
Total number of links
Total number of first-order
links
Total number of second
and third-order links
Total number of triple lines
Total number of double lines
Total number of single lines
Consumer
Nonconsumers
Best
Friend
Casual
Friend
Casual
Acquaintance
11,54
(5,095)
10,35
(3,317)
11,00
(1,603)
11,80
(4, 316)
10,18
(2,648)
6,51
(2,465)
6,41
(2,593)
7,12
(1,356)
6,43
(2,456)
6,44
(2,627)
5,03
(5,190)
3,94
(3,241)
3,87
(2,167)
5,37
(4,634)
3,75
(2,687)
15,39
(4,884)
13,91
(4, 524)
16,87
(1,808)
16,46
(4,504)
13,73
(4,499)
10,30
(3,818)
9,35
(3,647)
12,50
(2,618)
10,52
(3,658)
9,29
(3,811)
5,24
(3,637)
4,55
(3,791)
4,37
(2,326)
5,94
(4,082)
4,44
(3,433)
1,05
(1,291)
0,84
(0,891)
1,50
(0,926)
1,18
(1,114)
0,8
(1,130)
2,25
(1,432)
1,604
(1,328)
2,37
(1,506)
2,52
(1,452)
1,65
(1,281)
7,89
(2,500)
8,12
(3,634)
7,62
(2,387)
7,89
(3,137)
7,98
(3,060)
In grey: values that are significantly different from each other for an α = 0,05 (Kruskal Wallis Test)
In pink: values that are significantly different from each other for an α = 0,1 (Kruskal Wallis Test)
In yellow: values that are significantly different from each other for an α = 0,05 (Kolmogorov-Smirnov Z)
29