BRAND|GRAPH provides an unbiased, multifaceted and standardized measurement of brand relationships using the intuitive “language” of structural constellations - position and viewing direction show the relationship role. BRAND|GRAPH enables comparisons: Brand relationships can be compared across brands, markets, cultures, target groups and times. This makes the tool particularly suitable for tracking surveys, multinational surveys or surveys prior to the launch of new products and services. The computed relationship KPIs reveal strengths and weaknesses versus competitors and provide guidance for optimization of the touchpoint portfolio.

BRAND|GRAPH allows the broadening of differentiation strategies to include the relationship level. The theoretical 8-role model makes it possible to see which relationship roles the brand is associated with and which roles the brand already leverages. It is further possible to compute how similar or different the customer relationship is from various brands.

How does BRAND|GRAPH work?

BRAND|GRAPH is integrated in online surveys as a module. The respondent is asked to imagine being in a room with the displayed brands: who would be standing where and who would be looking at whom. He accordingly positions the brands as stylized heads in the empty space and adjusts their viewing angle. The collected data are distilled into simple relationship KPIs and each brand in a constellation allocated to one of the 8 relationship roles by algorithm. All further questions from the interview such as share of wallet or use of touchpoints can be analysed with regard to these relationship KPIs and relationship roles. In other words, the entire interview can be seen through “relationship glasses”.

Your advantages with BRAND|GRAPH

• Trigger the respondents’ unconscious attitudes and motives
• Undistorted information on brand relationships (implicit measurement avoids the problem of social desirability)
• Multidimensional measurement of brand relationships
• Simultaneous and visual measurement of relationships with the own brand and with the relevant competitors (= graph)
• Intercultural application possible as the measurement requires no language