Tracking positioning developments – perceptual changes in hair colorant positioning in Eastern Europe

Typically, changes in the perception of brand images are tracked on an attribute-to attribute basis. In reality, however, it is not a single attribute but a combination of multiple attributes that constitute brand image. Accounting for this multi-facetness of brand perception, a framework for tracking changes thereof is proposed that can be used in addition to simple attribute comparison approaches. It provides insight into changes over time in a more holistic manner, tracking shifts of associations of specific brands with generic perceptual positions. The framework consists of (1) computation of a data-driven generic perceptual positions, (2) characterization of generic perceptual positions, (3) testing of distribution changes and (4) validation of results.