• 1. Introduction
  • 2. Measuring brand knowledge using the tool CONCEPTUAL BRAND M@PPING
  • 3. Analysis of conceptual brand maps using social-network-analysis methods
  • 1.1 Preliminary remarks
  • 1.2 Analysis of an individual conceptual brand map applying social network analysis methods
  • 1.3 Analysis of an aggregate conceptual brand map
  • 4. Summary
  • 5. References