Strategic brand image analysis for heterogeneous markets – applying dynamic perceptions based market segmentation (dynPBMS) to dishwashing brand data

The aim of this article is to illustrate the usefulness of an exploratory tool called dynamic perceptions based market segmentation (dynPBMS, based on the PBMS approach introduced by Mazanec and Strasser (2000) and Buchta, Dolnicar and Reutterer (2000)) for the investigation of image patterns in the marketplace as well as structural changes of such patterns over time. As starting point for analysis typical brand image data is used: repeated surveys questioning respondents about their evaluation of multiple brands with regard to multiple attributes. The advantages of using dynPBMS as compared to traditional tools applied in market structure analysis include (1) simultaneous accounting for segmentation, positioning and competition as compared to stepwise procedures typically applied, (2) revealing of generic product images instead of brand specific images only, (3) automatic accounting for consumer heterogeneity with regard to brand attributed perceptions and (4) imposing minimal assumptions about the data used.