Brand Mapping


Simple graphical representations of data tables

Brand Mapping is a technique which gives a 2D pictorial approximation of the associations between rows and columns in a frequency table.

It is so called because in a classic application the columns of the table represent brands and the rows represent attributes.

The most common type of brand map uses a technique called Correspondence Analysis which positions the brands and attributes (or column and row labels) in different regions of the maps depending on their associations.



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