Brand concept maps: A methodology for identifying brand association networks

Deborah Roedder John, Barbara Loken, Kyeongheui Kim, Alokparna Basu Monga

Research output: Contribution to journalArticlepeer-review

227 Scopus citations


Understanding brand equity involves identifying the network of strong, favorable, and unique brand associations in memory. This article introduces a methodology, Brand Concept Maps, for eliciting brand association networks (maps) from consumers and aggregating individual maps into a consensus map of the brand. Consensus brand maps include the core brand associations that define the brand's image and show which brand associations are linked directly to the brand, which associations are linked indirectly to the brand, and which associations are grouped together. Two studies illustrate the Brand Concept Maps methodology and provide evidence of its reliability and validity.

Original languageEnglish (US)
Pages (from-to)549-563
Number of pages15
JournalJournal of Marketing Research
Issue number4
StatePublished - Nov 2006
Externally publishedYes

All Science Journal Classification (ASJC) codes

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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