Skip main navigation

Brand Spidergrams

Example and explanation of brand spidergrams
A selection of brand logos

Another visualisation tool used to demonstrate the similarities and difference between companies in the same market is the ‘spidergram’ chart. Like a perceptual map, data on a number of variables is collected from customers which is then analysed and plotted on a chart. What we can see here better is the distribution of these scores over more than 2 dimensions allowing for more detailed analysis of the brands, but also an aggregate score for the whole market can be visualised. Here is an example:

An example of a spidergram with 5 spokes

© ULAW Business School
This article is from the free online

Strategic Marketing: Segmentation, Targeting, Positioning

Created by
FutureLearn - Learning For Life

Reach your personal and professional goals

Unlock access to hundreds of expert online courses and degrees from top universities and educators to gain accredited qualifications and professional CV-building certificates.

Join over 18 million learners to launch, switch or build upon your career, all at your own pace, across a wide range of topic areas.

Start Learning now