POWERGROUP

BRAND MAP ©
Semiometry is an approach for determining the specific
value profiles of brands, products and target groups as well
as the reflection of the image of a brand or a product range
through the value profiles of certain groups.
The basics of the semiometric approach in the model
developed by Jean-François Steiner in the 1980s go back
to the theory of semiotics.
Conducted by a panel of experts, the symbiotic analysis
evaluates relevant institutions and/or brands. The semiotic
analysis is impartial. It involves no subjective and preferential
judgements, focussing instead on the decoding of the
brand’s characteristics as seen in the market place.
Semiometry, which has been further developed by the
POWERGROUP and extended to marketing and sales, is
based on the assumption that value concepts and specific
attitudes of people can be mapped and measured through
the assessment of terms.
The results of the semiotic analysis are thereby located
in a semiometric space. The space spans over two polar
dimensions which represent the basic dimensions of human
motives that structure our perception of the world.
BERLIN IS
fast, pulsating, creative, boundless, tolerant, exciting, optimistic, unique, magnetic,
extroverted, inquisitive, international, challenging, supporting, electrifying, dynamic,
chaotic, dirty, broken, irresponsible, in a muddle.
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