Mapping Brand Association Network Using Brand Concept Map

Document Type : Research Paper

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Abstract

In competitive conditions of the market to obtain a suitable position in customers' minds in a way that they are loyal to the company is important. Brand associations play a significant role in today's marketing plans of corporations and have also received a great deal of attention across various marketing and consumer researches. The goal of this thesis is to elicit core and first-order brand associations from policy holder`s (customers) of Mellat Insurance Company using Brand Concept Maps (BCM) methodology, and then create the customers’ consensus map, which is the outcome of the research. This study seeks to map the policy holder`s Brand Association network using Brand Concept Map (BCM) method. The context of a branding, marketing and the favorability extension is an appropriate implication for BCM methodology. This method employs a five-step procedure to elicit a unique consensus brand association network. Policy holder`s brand association network in Mellat Insurance has showed optimum performance in the context of cases such as, threatment of employees, cooperation of employees and providing appropriate environment. At the end, nine solutions have proposed in order to improve the level of brand effectiveness in Mellat Insurance Company

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References

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  • Receive Date: 17 July 2016
  • Accept Date: 17 July 2016

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