In brand image studies, like most research, it’s GIGO (Garbage In – Garbage Out). For example, very general adjectives such as Cheerful, Fun, and Unique will seldom differentiate brands meaningfully.
Instead, the attributes should be relevant to consumers, specific to the category and reflect the actual positionings of the brands and, in most cases, include functional and other objective characteristics.
How the image data are collected is also important. Pick-any association matrices are usually the least differentiating.
Lastly, how the data are analyzed is also important. Examining the percent of respondents associating a brand with each attribute is the first step, but correspondence analysis and other methods that help illuminate the relative profiles of the brands are typically more useful.
Looking at absolute scores mostly will just play back market share rankings. More advanced analytics conducted at the respondent level will take us a step further towards accurately understanding how consumers perceive brands.
Above advice is from Kevin Gray @ cannongray.com