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Brand Spidergrams
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Brand Spidergrams

Example and explanation of brand spidergrams
A selection of brand logos
© ULAW Business School


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
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