BrandCompass

BrandCompass is a tool developed by Sanoma to measure the personality of advertiser brands and link these to media brands.

Objective: The tool benefits the understanding of a brand’s position in its competitive environment and offers advice on a strategic (the positioning of your brand) and tactical level (the media brands to invest in to realize your positioning objective).

Procedure:
- The model is based on 8 prototypical personalities, of which each combines two well-known dimensions in psychoanalytic theories: the affirmation-belonging dimension on the one hand and the release-control dimension on the other hand.
- The 8 personalities are depicted in a visual mapping, organized in a logical order based on the two basic dimensions.
- A brand is located in the mapping using a projective technique (standardized photoset of prototypical women).
- Per wave, the tool measures one sector of advertiser brands amongst approx. 800 women (national 15+).

The app currently covers the following sectors:
Banking
Beauty / Personal care: deodorant – fragrances – hair care – make-up – personal hygiene – skin care – soap, bath & shower - suntan products
Distribution: beauty – clothing, accessories & shoes
Drinks: coffee – milk – mineral waters - soft drinks
Fashion: underwear
Food: biscuits – charcuterie – chocolate – margarines, oils & fats – prepared dishes - sweets – yoghurts & desserts
Home: home appliances
Tourism: tour operators
In the second half of 2015, 10 additional sectors will be researched, including over 85 branded products.

Curious whether your brand was measured too or will be measured in the near future? More info about the tool and the strategic opportunities it offers? Download the app or contact us on [email protected].