Mapping Semantic and Visual Brand Associates

Brand associates are often conceived in verbal terms, as concrete descriptions and more abstract concepts; they may be captured by single words or longer phrases that express thoughts and emotions. But brands may be linked with visual images (pictures, drawings, photos) that capture the same brand ideas, sometimes even more efficiently than verbal expressions. The… Read More

In the Mood: Consumer Confidence

‘Consumer Confidence’ is a contentious construct, subject to multiple views and versions on how it should be measured. The predictive power of a Consumer Confidence Index (CCI), at the macro and micro levels, is also given to argument. Yet measures of consumer confidence are applied in economic discourse as a useful indication of ongoing consumers’… Read More