Associative Networks: A New Approach to Market Segmentation

This paper aims to expand the domain of brand image perception measurement
by providing a method for eliciting brand associative networks and comparing
it with traditional brand image measurement methods. This paper then argues
that these networks may differ from one individual to another, depending on
the cultural background and/or the experience with the brand. Accordingly, the
authors introduce a methodology of clustering consumers with similar perceptions
into distinct segments, which can be targeted differently. Using picture analysis
and metaphor-based elicitation techniques, Lipton’s Ice Tea brand associations are
extracted and utilised as an input for the creation of 160 individual associative
networks.These networks are first aggregated to measure the brand reputation
and subsequently clustered into six segments. This paper provides clear arguments
for using associative networks as the preferred method to capture the complete
brand image. The paper discusses implications of perceptual segmentation for
image management, brand positioning, perceptual competition analysis and brand
communication.