NES professor Daria Dzyabura, together with her co-author Renana Perez (The Hebrew University), presented their joint research paper "Visual Elicitation of Brand Perception" at the Journal of Marketing Webinar for Marketing Professionals. In their presentation, the speakers told about the new Brand Visual Elicitation Platform (B-VEP), which allows firms to collect online collages of images that consumers associate with a brand and get a detailed set of associations for each of them, analyzing these collages with unsupervised machine learning and image-processing tools.
The authors collected from over 1,800 respondents 4,743 collages for 302 American brands in 9 categories. According to the research methodology, each image that was selected for a collage with the Platform then got word tags that were combined into clusters and divided into unique topics or sets of associations. As a result, 150 sets were received, from which specific associations were obtained for each brand - both the most and the least popular among respondents.
Understanding consumers’ associations with a brand is essential for companies in brand management, developing communications, or finding collaboration opportunities. The Platform can help marketing professionals get prototypes of brand visuals, establish associations between a brand and its equity, identify favorable associations for different categories of brands, and solve other issues.
The webinar was hosted by the American Marketing Association and moderated by Christine Moorman, Editor-in-Chief of the Journal of Marketing.
Read more about the study here, view the webinar presentation here, video is here.