Cognitive Mapping im Evoked Set Model

Brands should differentiate themselves from each other by providing added value to products with similar basic benefits. According to the Evoked Set Model by Brisoux and Laroche (1980), the evaluation of a brand requires knowledge about it. Knowledge about a brand, especially the brand core, can be visualized with the method of cognitive mapping of brands (Müller et al., 2002, Strack et al., 2008). The Knowledge Evaluation Field is developed from the two-dimensionality of the evoked set model, in which a brand can be represented by different persons in different sets. Its two dimensions are spanned by knowledge and evaluation of people with a brand. It should be possible to explain differential variations of brand representation and thus possibly be used in a driver analysis in order to plan future marketing actions. The goal of this A.