What Are Performance Maps?
Mapping techniques
are often a useful way to present image data. One technique
which has proven especially useful in this regard is
what we refer to as a "Performance Map". Performance
maps are similar to perceptual maps with one main difference
- Performance Maps possess a best and worst position
on the map. Similar to perceptual maps, Performance
Maps illustrate the relative positioning of any given
brand relative to its competitive set. However, because
Performance Maps possess a best and worst position,
Performance Maps are more effective at illustrating
the respective strength of a brand relative to its competitors.
Heart and Smart Dimensions
When applied
in corporate or brand imagery research, performance
maps tend to consist of two dimensions that are referred
to as the Heart and Smart Dimensions.
The Heart Dimension illustrates the extent
to which a corporation, organization or brand is perceived
to be responsive to the needs of its customers or clientele.
The Smart Dimension illustrates the extent to
which the company, organization or brand is perceived
to be competent and offers products and services which
are innovative and full featured. Although the Heart
and Smart Dimensions are derived statistically,
they have been observed across a wide range of industry
sectors. The two dimensions are considered to reflect
the fact that individuals tend to personify corporations,
organizations and brands and to project personality
traits onto the entity.
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