Brand Map

Brand Map is a study of buying habits that analyze a certain industry or a certain market segment in order to determine how a selection of brands/advertisers are positioned in relation to each other.

With the help of the results and together with advertisers, media can evaluate the existing positioning in relation to all of its important competitors, prepare an advertising strategy and, after the campaign, establish the actual impact by demonstrating the brand shift that has been achieved.

With Brand Map, you can review and analyze the Return-On-Investment of the cooperation between the media and the advertiser.  

Surveys of Brand Map can be carried out in three stages:

  • An initial evaluation - a reference evaluation - where are we now?
  • Development of advertising strategy - what are the particular advertiser's advantages and disadvantages with regard to communication and behavior?
  • A follow-up survey that places a single advertisement evaluation into the previous survey. Distance from the position in the reference evaluation compared to the new position in the subsequent survey indicates how far the brand can be shifted with the help of advertising.

 

Advantages:

  • Helps the ad salesperson to discuss strategies with their customer to improve the brand's position
  • Shows the direct impact of ad campaigns
  • Helps advertisers to improve their market position 

TESTIMONIALS

RAM is a crucial tool for The Irish Times: it is proof to our clients how seriously invested we are in their success. Many advertisers have been won and maintained through our continuous RAM research and reporting. We can test print and online ads, sponsored content and innovative campaigns, run creative pre-testing and bespoke surveys based on client needs. We use RAM extensively and creatively: it’s a fast, flexible and user-friendly tool.  Customer service is impeccable: RAM are highly engaged with newsmedia providers and full of innovative ideas and work-arounds for trying something new. I couldn’t recommend RAM more highly: below are just some of the ways it has worked for us.

-Irene Fogarty, Research Executive, The Irish Times.

Irish Times readers think more highly of advertising sponsors 
How much are your non-clickers worth? Quantifying the value of online ad views over click-through
Our readers visit and buy in response to a supermarket brochure 
European Reader Survey shows women are more likely to read and act upon newspaper ads 
Quality title newspaper readers like a bargain too 

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