Brand Association Map Excel Template

Get the Free Brand Association Map Excel Template

Download the free Brand Association Map Excel template… brand association map template

Please note that the template is in a zip file because it contains an Excel macro used to run the map.

Please also not that this a relatively simple Brand Association Map that is designed for teaching and educational purposes only – so you get the idea and concept of what a brand association map is and how it works.

About Brand Association Maps

Brand association maps can be a helpful tool in understanding how a brand is perceived in the market. In simple terms, brand association maps are a visual tool that maps how consumers perceive a brand and its relationship with various attributes and competitors.

There are two ways of constructing a brand association map:

  1. The first is to map the associations manually (using PowerPoint or Word) – which may be suitable for simple maps, and
  2. The second is to use multi-dimensional scaling techniques to map consumer perceptions – as per the free mapping template available above.

You can use a brand association map to connect the brand to almost any links that consumers make to a brand. This can include:

  • key competitors
  • product uses
  • product attributes and features
  • product benefits
  • the brand’s product lines
  • user experiences and memories
  • celebrity endorsements
  • influencer connections
  • emotions
  • colors, logos, and tag-lines
  • memorable advertising
  • sponsorships
  • storytelling
  • famous CEOs of the brand
  • and no doubt many more connections

Brand Association Maps and Consumer Perceptions

Brand association maps are a good inclusion to our collection of perceptual mapping tools.

They help in identifying what attributes consumers associate with a brand and how strong these associations are. They can even give us insight as to how the brand’s positioning and associations differ across various demographic and psychographic market segments.

Similarities and Differences Between Perceptual Maps and Brand Association Maps

Brand association maps and perceptual maps are both visual tools used in marketing to understand consumer perceptions and overall brand positioning.

What are the Similarities of these Mapping Tools?

They are Both Used to Understand Consumer Perception

Both mapping tools aim to understand and visualize consumer perceptions about brands and/or products.

In this way, they provide insight into how customers view a brand relative to its competitors, or the associations consumers have with a brand.

They Both Map Brands and Attributes Visually

They mapping tools use a visual format to present the consumers’ perceptual data in a visual form – in a map design.

This should enable marketers and analysts to identify the positioning of a brand, relative to competitors, and to determine the main brand/product attributes that it is associated with.

Good Input into Brand Positioning Decisions

Both maps can be used to guide strategic marketing decisions, such as repositioning a brand, targeting a new market segment, or strengthening certain brand associations.

What are the Differences Between these Mapping Tools?

Different Information and Interpretation

Brand association maps focus on the various associations customers make with a particular brand, covering a broad range of elements from product attributes, user experiences, emotions, to memories tied to the brand. This makes brand association maps more brand-focused. 

Whereas perceptual maps show shows how consumers perceive a brand or product relative to its competitors based on specific dimensions or attributes (such as price, quality, reliability, etc.). This makes perceptual maps more competitor-focused. 

Marketing Research and Data Collection

The consumer input for brand association maps is generally collected through qualitative research methods like focus groups or in-depth interviews, where consumers express their thoughts and feelings about a brand.

Perceptual maps usually rely upon data from quantitative research such as surveys, where consumers rate different brands or products based on certain attributes.

Marketing Decision Making

Brand association maps are typically used to strengthen brand image, manage brand equity, and create effective communication strategies.

Perceptual maps are more used for competitive analysis, market segmentation, and product/brand positioning or repositioning.


How to Use the Free Brand Association Map Excel Template

Example Brand Association Map for Apple

Further Reading

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