Wykorzystanie map percepcji podczas realizacji strategii co-brandingu
The application of perceptual mappingduring realisation of co-branding strategy

Summary/Abstract: Perceptual mapping is used to illustrate the brand position in the mind of the consumers taking into account the specific elements of the brand image. It allows also to analyze the changes in the perception of brand images. These changes are the result of external factors, but are also caused by actions taken by a company. Co-branding is an example of the strategy that changes the perception of the brand image. In the paper, the possibilities of application of perceptual mapping during the partners choice and the evaluation of co-branding effects by assessing the images of brands of co-branded products and partners brands (before and after the implementation of co-branding strategy) are presented. The paper also shows the results of research conducted among consumers in Lodz Voivodeship.

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