The SMIS brand analysis model is built on the "Cognitive Network Model".
The "Cognitive Network Model" was developed from cognitive psychology which was introduced during the 1960s.
Cognition (what we know/ what we think) is stored in our memory in rather complex ways and there are a number of nodes where memories connect.The "Cognitive Network Model" has been proposed as a memory structure model and shows how memories are classified in our minds.
The SMIS brand analysis model has been constructed on the basis of a psychological elicitation technique built on the "Cognitive Network Model" theory.
At SMIS we have combined the brand image structure with our original methodology, the "Mind Network Method," through focus groups as well as personal interviews.
The brand image structure, organized through the "Mind Network Method," is then further arranged through a SMIS brand structure model derived from Keller's Model. These data and results are then quantified in order to clarify the current brand status and issues.
- Brand Analysis
- Workshop Style Solutions
- Mind Network Method
- Metaphor Elicitation Method
- Persona Analysis
- Implicit Association Test
- Affect Misattribution Procedure
- Retail Support
- Mystery Shoppers
- Advertising Test(MSW)
- SOCO™(Morpace)
- B-Link™(Morpace)
- SQES
- Data Mining
- Spice
