Brand and Competitive Positioning

1. 1
Competitive Brand Strategy and Positioning
An Innovation in brand perceptual mapping using Radial Landscape Visual Mapping

2. 2
The Dilemma
• Perceptual or correspondence mapping is a market research visual tool
enabling companies to help understand differences in brand image and
perceptions among customers or consumers
• While the information and insights from this visual tool are significant and
deep, traditional means for displaying this information has been
problematic
– Maps tend to be cluttered and messy.
– Difficult to understand by non-technical audience
– Suffers from trying to crowd multi-dimensional data onto 2 dimensional space
– Lacks clarity and is not intuitive
– Usually requires a highly technical person to interpret
– Has a high propensity for confusion

3. 3
Lack of consistency or clarity from brand maps

4. 4
Radial landscape mapping is based on a statistical data reduction technique* designed to measure the extent to which a set
of brand personality attributes are associated with a set of known brands. Analysis results are illustrated using a ‘Radial
Landscape Map’ where brand personality attributes are positioned out around the perimeter depending on their mutual
association/correlation. Individual brands are positioned inside the map.
Introducing…Radial Landscape Maps
(A revolution in brand mapping)
* Adapted statistical correspondence analysis
Brand personality
attribute
Fun
Family Values
Modern
Brand X
Brand YCaring
Brand Z
Boring
Basic
Consistent
Tired
Brand W
In some cases, the
brand attributes
start to cluster
together
representing an
underlying theme
or latent construct.
 Brand W: Close to the centre - it is
almost equally associated with all the
personality attributes, but has a
marginally higher association with
vibrancy, expert and fun. This brand
has little distinctiveness
 Brand X: Has a significantly higher
association with fun and modern
 Brand Y: has a strong identity of being
wholesome, caring and aligned with
family values
VibrantWholesome

5. 5
Conventional Cases using ATU survey trackers
• How Mexican restaurants are positioned relative to KPI’s
Food Quality, Menu, Service & Delivery, Value and
Convenience
• How consumer perceptions of different detergent brands in
the UK differ from each other
• Shows how leading beverage brands have changes or evolved
in their core brand positions over time
• For a B to B firm, shows how different functional
departments perceived their own company along key
dimensions or drivers of innovation

6. 6
Treats you like a valued customer
Has large portions
Mexican Fast Food. Total base (all respondents)
Value
Authentic Mexican Food
Great Tasting Food
High Quality Ingredients
Food from scratch
Clean/comfortable
atmosphere
Personable. Friendly employees
Crave Menu Items
Variety of menu items
Has drive-thru
Healthy nutritious items
Food prepared how you want it
Modern up to date
Gets order right
Simple menu
Open late night/24 hours
Food timely/fast
Convenient nearby location
Good value for money
Low prices
The Menu
Convenience
Service Delivery
Food Quality

7. 7
Authentic and
trustworthy
Exciting and lively
Dull and tiresome
Eco-friendly and
caring
Brand Personality within a competitive
context - Detergents
Over-priced
Natural
Ethical
Caring
Disappointing
Over-promising
Boring
Basic Tired
Irritating
Fun
Vibrant
Efficient
Reliable
Genuine
Helpful
Expert
Family
Engaging

8. 8
Alpha (2007)
Alpha (2011)
Alpha (2012)
Beta (2007)
Beta(2011)
Beta (2012)
Gamma (2011)
Gamma
(2007)
Gamma (2012)
Is affordable
Is genuine and authentic
Worth what is costs
Goes well with food
Sophisticated drink
Always doing new things
Would like to be seen drinking
For football fans
Youthful brand
Is very refreshing
Cool & edgy
Associate with music
Inspires Optimism
Good when having
with friends
Is an uplifting drink
Makes moments fun
Thirst quenching brand
Great tasting
Comforting & Relaxing
For someone like me
Has a premium quality
Delta (2007)
Delta
(2011/12)
Value & Affordability
Quality
Youthful & Cool Social & Fun
Personal
Base: Daily Drinkers of Alpha only
Adapted Statistical Correspondence Analysis
Case: Drinks brand (evolution in image through time)

9. 9
Senor Mgmt Encourages Innovation
My Manager encourages innovation
Budgets for Innovation
Clear processes for Innovation
Sr. Mgment Supports Innovation
Sr. Mgment Invests in Innovation
Culture of innovation
Innovation Metrics
Employees allowed to take Risk
Innovation Success is Documented
Mid Managers can budget
innovation
Team collaborations
on Innovation
Promoted for Innovation Ideas
Innovation rewards & incentives
Employees empowered for
Innovation
Innovation Assessor Department Perceptual Map
Metrics & Tools
Rewards Innovation
Budgets for Innovation
Management Support
Easy communicate company Vision
Company Innovation Goals clear
Org. Hires Innovators
Company attracts innovative people
Mktg Insights
Bus. Strategy
R&D
Finance
Operations
Sales
Executive Officers
Clear criteria to eval. innovations
Innovation Culture
Open Communication
Satisfied with Org Innovation
Innovation Satisfaction
Supports New Innovation Initiatives
Employees empowered with tools to support innovation
Hiring Practises Support Innovation Does not penalize new ideas
Company innovation goals understood
Vision for Innovation

10. 10
What data can we use
Structured survey questions Unstructured social media data
Any two-way table will work to
produce a Radial Landscape Map

11. 11
Our unique approach to measuring social
“engagement”Note: Off the shelf ‘sentiment’ metrics are based on automated word counting and volume of conversation.
Our Approach:
• Is built upon a validated Linguistics based approach known as ‘Stance Shift Analysis’
• Uncovers the meaning of conversations.
• Generates a metric called the Semantic Engagement Index (SEITM)
• Closely maps hard sales data.

12. 12
Moving Forward and Next Steps
• How competitive beverage retailers are defined in terms of
customer perceptions
• How luxury-sports cars differ in terms of their customers’
association with attributes of safety, performance, prestige
and design
• How 4 leading facial cream brands differ and compare in
terms of how consumers describe their brand experiences.

13. 13
Value and Price
Coolness, funky,
style, Décor
Taste and product
quality
In-store customer
experience
Good value
Coffee Price
Food prices
Talking business &
school work
Social with Friends
Store ambiance
Richness
Latte
Amazing taste
Like no other
Cool brand
Funky
Stylish brand
Artwork/Decor
Bubbles represent conversational clusters, whilst size indicates level of engagement.
Brand V
Brand X
Brand Y
Brand Y is least
differentiated by social
conversations.
Brand Z
Brand Z stands out v.
competitors for the
taste & rich flavour of
its beverages
Case: Beverage chain (400K social media conversations)
Brand W
Brand W stands out for its store
atmosphere and a place to meet &
socialize with friends or business
colleagues

14. 14
Luxury Sports Cars: Brand positioning using
socially engaged chatter
Classic
Speed
Gas Mileage
Reliable
Safety &
Reliability
To Be Seen Driving
Great Acceleration
Power
Safety
Interior Design
Styling
Curb Appeal
Performance
Emotional Style & Design
Elegant Feeling
Durable
Audi and Jaguar are
differentiated by social
conversations around style
and design.
BMW is uniquely positioned
on performance qualities.
Acura is least differentiated
by social chatter
Note: Separate analysis - Adapted Statistical Correspondence Analysis

15. 15Facial Creams Competitive brand positioning using
SEITM on topics
#Texture Hair
#Body Type
#Quantity
#Refreshing
#Sensory variety
#Diversity
#Texture Skin #Skin Type
#Skin Irritation
#Baby Soft
#Promotion/Discount
#Affordability & Price
#Long Lasting
#Fragrance
• Adapted statistical correspondence analysis
• Rolled up Net SEI for last 52 weeks
• Bubbles sized by comment volume
For Neutrogena most of the engaged
positive comment is around #baby
soft, #texture skin and #texture hair.
Engaged conversations around Olay
are largely based around body type,
texture of hair and skin.
Garnier has the highest association
with baby soft, but also a direct
connection with affordability, quantity
and promo activity.
Engaged conversation for L’Oreal is
centred around long lasting, sensory
variety and even skin irritation.
Nivea is weakest in terms of
engaged chatter across topics,
although its’ score for texture hair
is relatively higher than other
brands.
Value
Texture
Diversity
Sensory

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Moving Forward
• Brand positioning is a central part of an effective marketing strategy.
• Successful positioning strategies require differentiation of your brand based
upon its unique strengths and perceptions by customers
• GlobalAnalytics Partners can assist you in developing the data and/or
surveys for brand competitive mapping using our Radial Landscape Visual
tool.
• This tool provides a relative advantage by taking large masses of survey
and/or social media data and coming up with a visualization that
accurately depict how consumers presently see and differentiate
competing brands.

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