With the rise of new media, the importance of exchange processes between consumers for marketing and brand science has significantly increased. Understanding the content of dialogues and discourses in social networks has become essential for brand management. In this study, a method was developed to analyze the central content of consumer communications related to brands and represent them in the form of graphical images (Brand Cultural Maps). For the first time, principles of discourse analysis were applied to brands, significantly surpassing the limited scope of social media monitoring.