Abstract:

Brand mapping is being discussed at the 1981 ESOMAR conference when as a marketing research approach it could be argued that the technique is old fashioned and therefore ill-suited to the needs of pharmaceutical management personnel in the 1980's. In giving this paper I will attempt to demonstrate why I do not believe the above statement to be true. The paper will point out the improvements which have been made in: 1. Data collection methods; 2. Data interpretation both having lead to a significant advance in the overall value of the technique. However emphasis will be given to the different case histories which will illustrate the types of marketing problems for which brand mapping can be used.