Figure 2. All associations that Johan Derksen and Akwasi evoke.
Compare all associations
It is striking that the image of Johan Derksen does not really change. He remains a football analyst for Veronica Inside with his own opinion. Although he is seen as a racist by a small part. Associations such as honest, grumpy and humor/jokes also become somewhat stronger.
At Akwasi, the change is very big: the second association in the Akwasi brand has become Black Lives Matter, the strongest association after 'rapper'. It seems that BLM has had a huge impact on the india telegram data image of Akwasi, who is still a rapper, but one who is completely colored by BLM, Black Pete and discrimination. Johan Derksen also comes up. Interesting, because Akwasi is not mentioned when people think of Derksen.
How are these associations charged?
We looked at the associations, but how are they charged? And are they unique? The research clearly shows that if we look at all the associations, Johan Derksen's are slightly positively charged (score 4.3 on a 7-point scale) and strongly unique (score 5.3). Akwasi's are significantly negative, although not strongly (score 3.7) and not significantly unique (score 4.1).
In order to take a good look at the strengths and weaknesses in the positioning of both personal brands, we have categorized the associations. This allows us to determine what strong (categories of) associations are and to test them for positivity and uniqueness.
Let us first look at the largest differences in strength of associations between Johan Derksen and Akwasi. These are shown in figure 3.
