Brand Equity Visualisation

Brand Equity Visualisation


Brand Equity by Motameni & Shahroki et al

I thought this was an excellant diagram showing the interrelationships among
leading brand equity models of interbrand, aaker & simon and sullivan used to evaluate a brands ability to create value.

see here for defintions: Michael Porters Value Chain linked to Brand Equity Model Measures by vtm - at the bottom also.

quick summary, interbrand are used by the worlds leading brands to asses the
global monetary value of their brand to help them i their decision to buy sell
their brands. Diageo used interbrand to measure the value of PIllsbury brand
before selling, and others i havent researched.

long story short, my research in my studies relating to Design in Business led
me to Brand Equity and its measures and this wonderful diagram showed how
Interbrand, worlds leading brand valuer, didnt utilise this 'Brand Association'
attribute that other models do that arent as bigger global business.

This attribute measured 'success at creating a value image' that much
advertising is trying to do as they try to make you attach 'values', i.e.
wealth, cheapest, efficient, elegance etc to their Logo's/Brands.

I added, back in 2005, further boxes branching off from 'Brand Association' that
ought to be measured by Interbrand such as, the competency of the advertising
agency who are trying to create this value image. AMV BBDO are damn good and
experienced and multi award winning at achieving values for brands.

Directors, the same, Frank Budgen has won many ad awards at creating value
through a brand image.

well my studies

4 years later they will have probably already integrated this into their
measures of brand value when rankking coca cola, macdonalds & microsoft
(they were top when i was researching).

All rights reserved © 2009 to myself and the other respective owners © 2009

the article i found the original diagram from was available on Emerald full
text. Athens authentication required.

http://www.interbrand.com



Michael Porters Value Chain linked to Brand Equity Model Measures by vtm

also check out for further attribute measure (boxes) definitions: http://visualthinkmap.ning.com/photo/michael-porters-value-chain

Published on 2009/05/12 8:34 pm.
Filed under: advert, brand, diagram, education, equity, figure, image, inter, model, money, success, value, visualisation

Descry - verb. to discover by looking carefully

d4c80a978653b6c3762886be50cb369f Descry verb. to discover by looking carefully


the obesity epidemic - project descry - mix online
Excellant project for data visualisation that i was sent is mix online from micrsoft.
http://www.visitmix.com/Lab/Descry
There are a few visualisations there, an intersting one on american presidents first speeches in a treemap.
But the one i have shown here is the obesity epicemic visualisation. i really loved the alternate arrangemtn function of by obesity rate, as it gives a much greater overview for me of the overall obesity epidemic throught the lovely graduated scale of light to dark of red for the density of obesity in each particular state.

size nice idea, but the small would be small and probably reduce legibilitity. the colour graduation works.

i agree with nishant that some poeple want more, answers elaboarted, but an inofgraphics purpose, minimal level of success, is to arouse curiosity about the subject matter at hand.
i assume this extra axis is a way of adding isometric/3d like i saw recently at infoaesthtics where there was a 3d treemap. this might work.

as someone said, the geographic depiction for states is tempting and far easier but would elicit focus on the extremes of the data such 'the south are...'.

i would say as a person with a pathetic knowledge of states in america, the abbreviations to MO for MISSOURI is a good sapce saver, but the key needs to easier to detect as i only just noticed the faint white contrasted to grey for the identification difficult to detect. i like the soft grey, white and pastels but maybe a stronger white/black might be easier.

maybe the small geographic map used as a key for states, not to show the density of obesity for each state, but a basic mouse over (since its interactive) that highlights the state in the key with a single like grey just to make it easier to recognise the state, rather than just the letter links. But this might take it to the 'south are...' still, which you wanted to negate.

overall i liked it and it definetly works to initiate curiousity and is soft on the eye with alternate ways of presenting the data (ascend/descend) & (alpahbet/rate), which i think is extremely useful where possible.

love the project though. will have to rememb to keep checking on your latest and liked the aricle about focus on the question and could tak efrom it even though it 'skim read btw' seemed coding orientated.
very good, thanks nishant.
also seen an obesity visualisation at vc http://www.visualcomplexity.com/vc/project_details.cfm?id=622&index=622&domain=

Published on 2009/02/08 6:13 pm.
Filed under: clean, colour, data, figure, graphic, hierachy, information, obesity, problem, visualisation

Animated Face

People have fallen in love with word clouds that make pictures. Zoom in and you see a bunch of individual words. Zoom out and you see a famousperson's face, seen so many Obama '08 - vote for hope faces.

It is a dictionary or a portrait? Mystical. TBWA/Chiat/Day,an advertising agency in Nashville, Tennessee of all places, brings the concept to promotion for the 2009 Grammy Awards - in animated form. Float through thecloud of songs and lo and behold, it's Stevie Wonder.

great stuff

from: http://flowingdata.com/2009/01/19/fun-with-words-that-collectively-make-pictures/

Published on 2009/01/28 12:32 am.
Filed under: animation, apollinaire, clean, concrete, creative, drawing, figure, map, music, poetry, text, visualisation, white space, words

Da Vinci: Notebooks as Thinking Artefacts

homo+vitruvianus+ +da+vinci+painting Da Vinci: Notebooks as Thinking Artefacts

Not all visual maps involve these beautiful, elaboratly designed concept maps, mindmaps, spider diagrams with time & knowledge of coding/art to create.

The notebook is easily portable with the only need being a pen without the need for your other research files/books to hand. It allows your thoughts to be readily reflected upon and more chance of the critical point of engagement utilised.

Many great thinkers utilised notebooks such as I.K. Brunel featured on you tube at my blog, Paula Scher (pentagram partner) likewise blog, also Leonardo Da Vinci who worked between Science & Art, fig,

‘Page after page of Leonardo’s manuscripts has a gentle but thorough integration of text and figure […] the use of words and pictures together requires a special sensitivity to the purpose of design. [W]hether the graphic is primarily for communication and illustration of a settled finding or, in contrast, for the exploration of a data set.’ (Tufte, 2001, p.182).

I have created a notebook that use’s drawing and writing to combine ideas and readings across varying sectors of design. I use drawing as a research tool as well as writing; fig. This special sensitivity to design are some of the design issues surrounding form and function, and contrasts of light/dark, thick/thin (salience), framing, use of white space, or colour harmony.

'words on and around graphics are highly effective-sometimes all too effective-in telling viewers how to allocate their attention to the various parts of the data display’ (Tufte, 2001, p.182).

Mind maps, brainstorms and notebooks are visual research (visual maps). In the book Visual Research: An Introduction to Research Methodologies in Graphic Design (Advanced Level), ‘it is possible to critique action so as to produce more enlightened or more effective forms of action. The critical thinking in this tradition is a practice in the world, a praxis’ (Noble & Beastley, 2005, p 9).

Critical thinking is what is trying to be achieved through notebooks, visual maps. Praxis is if we look at Aristotle states, ‘practice is the application of that knowledge to solve problems’, this is what design is problem solving.

Visual diaries & notebooks are a form of ‘action research – where a diary tells, in a step-by-step way, of a practical experiment in the studio’. This is ‘research through art and design’, ‘where the end product is an artefact – where the thinking is, so to speak, embodied in the artefact’ (Frayling, 1993/4, p.5).

mini bibliography

Tufte, E R. (2001). Envisioning Information. Graphics Press LLC , Connecticut

Noble, Ian & Bestley, Russell. (2005). Visual Research: An Introduction to Research Methodologies in Graphic Design (Advanced Level). SA, AVA Publishing

Frayling, C. (1993/4). Research in Art & Design. Royal College, Vol 1, No 1. London.

Da vinci figure from : Pederetti, Carlo. (2006). Leonardo Da Vinci. UK, Tajbook

Published on 2008/04/07 8:42 pm.
Filed under: art, artefacts, critical, da vinci, diaries, drawing, figure, notebook, pictures, praxis, research, science, sublime, text, thoughts, tufte, visual thinking, words, writing