Imagery and, to an extent, symbolism
can be measured using agree-disagree rating scales. Imagery can be profiled and depicted on
perceptual maps using the techniques described in Chapter
Brand Sensing.
Symbols, however, can be relatively hard to measure, particularly
when they are non-verbal, nebulous or difficult to describe, such as logos and
mnemonics. Researchers use various qualitative research methods, such as focus
groups, and cognitive testing, to elicit and interpret people’s associations,
emotions, and meanings related to symbols.
