Reference:

John, D. R., Loken, B., Kim, K., & Monga, A. B. (2006). Brand Concept Maps: A
Methodology for Identifying Brand Association Networks. Journal of Marketing
Research, 43(4), 549–563. https://doi.org/10.1509/jmkr.43.4.549

B2B International. (n.d.). Brand Mapping | Correspondence Analysis | Brand Maps.

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RM

RESONANCE Customer Loyalty • Community Feeling JUDGEMENTS Quality Products

High Prices FEELINGS Special Approved High Social Status Sophisticated
PERFORMANCE Elegance # 87 , in most valuable luxury Masculine brands
MinimalistCreative designs Quality Responsive to changes Protected heritage Profit losses
in recent years Black & White , Gold Designs SALIENCE Iconic Brand ( Chanel's Logo ,
Coco Chanel , Karl Lagerfeld , Bags , Tweed Jacket , Camellia flower , minimal 45 and
not colorful designs , Chanel No.5 High Brand Recognition # Exclusivity IMAGERY