A deeper understanding of how consumers think feel and act is vital to the success of
management and provides valuable information for managerial decision making in many areas of
business. One key to this understanding is brand knowledge which is the representation of a
brand in consumers minds. Unfortunately a substantial amount of relevant knowledge within
people s minds is unconscious and cannot be retrieved accessed and recalled by consumers. As a
consequence certain methods of retrieval are required such as projective techniques. The
method this book works with is the collage technique an expressive projective method. The aim
of this book is to create a multi-layered approach that facilitates the interpretation of
collages without the need of any additional information given by the participants based on
metaphor analysis color theory a communication model and structural analysis.
