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Emotional Territories

  • Emotional Territories is the only practical and scientifically substantiated tool to determine the relevant values and emotions for a brand or category.

The right emotions for your brand

When it comes to determining the emotional home of a brand, we did not want to rely on our feelings. And we were also not satisfied with the usual methods of locating brands, because we consider it unworldly to capture beer, underpants and cars (and your product, whatever it may be) according to the same 2-3 emotional dimensions. So we – together with scientists from the University of Münster – have developed a scientific method that solves this task better: Emotional Territories.


More reliable, more accurate, more practical

Emotional Territories is made for people who need practically usable results for the work with their brand.

Emotional Territories is more reliable: we normally work with 1,000 test persons who are recruited according to your specifications. The large number of test persons guarantees a representative result with highest significance.

Emotional Territories is more precise: Unlike many other methods in this field, Emotional Territories does not work with just a few basic emotions, but is based on a scientifically sound set of values and emotions that cover the emotional space relevant to marketing. Furthermore, the algorithm examines not only the individual values and emotions, butall possiblecombinations. This is equivalent to a list of 10³² individual emotions. In other words: Emotional Territories can grasp and distinguish every conceivable nuance of feeling.

Emotional Territories is more practical: Emotional Territories delivers results in plain text form. You receive the values and emotions relevant for your brand and their relationship to each other as an “emotional map”. This way you can see exactly how the emotional world of your brand is structured. Furthermore, you will find out exactly how large the proportion of the target group is that shares the respective values and emotions.

Beispielbild ET
The Emotional Map shows how the values and emotions for your brand are structured.

Three things you can do better than ever before with Emotional Territories

  1. With Emotional Territories you can determine the status of your brand (or the status of your competition) with unsurpassed accuracy: You know exactly what values and emotions your brand represents, where and how it differs from the competition
  2. Emotional Territories are an excellent way to develop target positionings: You recognize which Wertefelder are occupied and which are free. And above all – you receive concrete figures on how large the respective value fields are, so that you can calculate your future potential
  3. Emotional Territories shows you concrete ways to reach your goal: Use the detailed results to create quantitatively validated marketing concepts. This is no problem with Emotional Territories, since the results are available in a “story format”. For example, if you know that for your brand the combination of “friendship”, “light-heartedness” and “freedom” is more important than the combination of “friendship”, “home” and “peace”, then you can develop different and more relevant concepts than before.


Emotions are priceless. Emotional Territories is not.

For Emotional Territories, we have put together a modular pricing model, which in its simplest form even provides a free introduction to professional value and emotion management and can be adapted to your needs.

Additional modules complement the core service of emotional territory analysis up to a complete marketing and communication strategy.

This way to our pricing model >>


Emotional Territories can do so much it has its own website.

You want to know everything about Emotional Territories: the background, the mechanisms, the cases? Then you should talk to us. If you want to read something before – here is the Emotional-Territorien Website.