Using Network Analysis to Understand Brands

Abstract

In this paper, we model brand associations as associative networks. Although the idea of brand associative networks is weU accepted, rarely are these networks elicited and modeled explicitly. Here, we do so in the context of a branding experiment by using a combination of qualitative (repertory grid) and quantitative (network analysis) techniques. This elicitation and analysis technique was used prior to and after subjects saw an advertisement for one of three types of brand extensions for a popular core brand. Results confirmed the usefulness of network analysis for identifying brand association stmcture and assessing changes in brand associations as a result of brand extension activity. Recently, a new approach to understanding brand equity has been introduced to the literature (Henderson, Iacobucci, and Calder 1998). In their paper, the authors present a conceptual framework to uncover ten branding effects based on brand associations (Keller 1993). In this paper, we put the Henderson, et al. (1998) framework to an empirical test. We then map these 10 branding effects into three branding constmcts: positioning, complementarity, and substitutabiUty. Below, we present a brief review of the consumer associative network approach. We then pursue these conjectures with an empirical test: Consumers were exposed to information about a purported forthcoming brand extension. Consumers made judgments of associative Unks and their perceptions are represented as associative networks. Post-manipulation perceptions are compared to those held prior to the intervention, and we examine the resultant stmctures for brand constmcts.