The Radial Landscape Map provides clarity, insight and a window into the market place. It represents the competitive landscape and serves as a tool for marketing communications teams and brand managers to ensure; brand alignment with key differentiators, marketing messages resonate with the target audience and customers develop an affinity with the brand and its’ personality.

1. Radial Landscape Mapping
(a revolution in brand mapping)

2. Radial Landscape Map
(A revolution in brand mapping)
Knowing how your brand is perceived in the
market place is of paramount importance.
Brand strategists are always keen to
understand how their brand aligns against a
battery of perceptual equity and image
statements.
Existing brand maps generated through
statistical correspondence analysis are
thought by many to be confusing.

3. Radial landscape mapping is based on a statistical data reduction technique* designed to measure the
extent to which a set of brand personality attributes are associated with a set of known brands. Analysis
results are illustrated using a ‘Radial Landscape Map’ where brand personality attributes are positioned
out around the perimeter depending on their mutual association/correlation. Individual brands are
positioned inside the map.
Introducing…Radial Landscape Maps
(A revolution in brand mapping)
* Adapted statistical correspondence analysis
Brand personality
attribute
Fun
Family
Expert
Brand X
Brand YCaring
Brand ZBoring
Basic
Irritating
Tired
Brand W
In some cases, the
brand attributes start
to cluster together
representing an
underlying theme or
latent construct.
 Brand W: Close to the centre - it is
almost equally associated with all the
personality attributes, but has a
marginally higher association with
vibrancy, expert and fun.
 Brand X: Has a significantly higher
association with fun, vibrant and expert.
 Brand Y: is being pulled towards family
and caring.
 Brand Z: Is regarded as a basic, tired and
boring brand.
Vibrant

4. Some
examples

5. Authentic Mexican Food
Great Tasting Food
High Quality Ingredients
Food from scratch
Clean/comfortable
atmosphere
Personable. Friendly employees
Treats you like a valued customer
Crave Menu Items
Variety of menu items
Has drive-thru
Healthy nutritious items
Has large portions
Food prepared how you want it
Modern up to date
Gets order right
Simple menu
Open late night/24 hours
Food timely/fast
Convenient nearby location
Good value for money
Low prices
Case: Restaurants (competitive brand positioning)
The Menu
Convenience
Value
Service Delivery
Food Quality
Brand A
Brand B
Brand C
Brand D
Brand A is perceived to
be a convenient
offering and to lesser
degree a value
offering.
Brand D is
differentiated by the
quality of the food.

6. Alpha (2007)
Alpha (2011)
Alpha (2012)
Beta (2007)
Beta(2011)
Beta (2012)
Gamma (2011)
Gamma
(2007)
Gamma (2012)
Is affordable
Is genuine and authentic
Worth what is costs
Goes well with food
Sophisticated drink
Always doing new things
Would like to be seen drinking
For football fans
Youthful brand
Is very refreshing
Cool & edgy
Associate with music
Inspires Optimism
Good when having
with friends
Is an uplifting drink
Makes moments fun
Thirst quenching brand
Great tasting
Comforting & Relaxing
For someone like me
Has a premium quality
Delta (2007)
Delta
(2011/12)
Value &
Affordability
Quality
Youthful & Cool Social & Fun
Personal
Base: Daily Drinkers of Alpha only
Adapted Statistical Correspondence Analysis
Case: Drinks brand (evolution in image through time)

7. Value and Price
Coolness, funky,
style, Décor
Taste and product
quality
In-store customer
experience
Good value
Coffee Price
Food prices
Staying in
Seating/chairs
Toilets
Richness
Latte
Amazing taste
Like no other
Cool brand
Funky
Stylish Artwork/Decor
Bubbles represent conversational clusters, whilst size indicates level of engagement.
Brand V
Brand X
Brand Y
Brand W
Brand Z
Brand Y is least
differentiated by social
conversations.
Brand Z stands out v.
competitors for the
taste & rich flavour of
its beverages
Case: Coffee chain (400K social media conversations)

8. What is so special about the Radial Landscape Maps?
1. The maps provide a means of visualising reams of cross tabular data on brands.
2. They provide a powerful window into the positioning of brands within a competitive landscape.
3. The maps are designed with simplicity in mind.
4. The maps serve different audiences – researchers, brand managers/strategists/planners,
creative and product-experience designers.
5. The maps have multiple applications outside of the immediate brand/attribute space. We can
capture large amounts of unstructured social media conversations and represent in a powerful
map.

9. “I was immediately impressed by the
elegance of the visual, the ease of
understanding it, and the power of the
statistical analysis behind it”
Leonard F. Murphy
Chief Editor & Principal Consultant | GreenBook Research Industry Trends
GreenBook blog article - Radial Landscape Map – A Revolution in Brand Mapping
and Data Visualisation. Click Here

10. Michael Wolfe
CEO
Bottom Line Analytics
E: mjw@bottomlineanalytics.com
M: 770.485.0270
www.bottomlineanalytics.com
Masood Akhtar
Partner, Analytics (EMEA)
Bottom Line Analytics
E: ma@bottomlineanalytics.com
M: +44 7970 789 663
www.bottomlineanalytics.com