Brand personality. Brands have personalities, just as individuals. Some brands are rugged and masculine. Some other brands are upscale and stylish. What personality characteristics are spontaneously associated with your brand? Is your brand "in" or "out" with the market? We use five factor personality theory to capture the personality of brands.

Brand perceptual maps. Brand perceptual maps. Brand perceptual maps show how brands are arrayed in the mind spaces of consumers. They are a useful tool to build a strong and differentiated brand position. Choice based conjoint. What would your consumers prefer?