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Brand Positioning Model
1. The document describes a brand positioning toolkit that can be used to map brand values, identify a brand's position, and analyze the fit between a brand and target market. 2. It provides examples of using the toolkit to create a brand values map, plot a brand's current position, map the ideal position of a target market, and analyze the fit between the brand and market. 3. The analysis can identify whether a brand needs to be extended, repositioned, or a new brand is needed to better fit the target market's ideal position. Competitors' positions can also be overlaid for comparison.
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Brand Positioning Model
- 1. Concept 1. August13, 2012
- 2. Intro I developed thistool for a project I was working on. If you can use it, please feel free to do so. I suspect the model will work well for positioning a few brands (including competitive) in a given segment but will be difficult for complex brand structures. The critical success factor is developing and measuring the correct dimensions to map. The dimensions in the example were specific to automotive aftermarket. You will need to create your own. I would also include loyalty. Slide 6 is the brand values Map – I had created this template a while back, (borrowing heavily from Dr. David Aaker) but in the positioning project wanted to ensure alignment so I measured along the four quadrants; brand as product, person, organization and symbol. Finally, let me know if you have questions or have ideas to improve the model. I can be reached via email at uechido@gmail.com
- 3. Background The toolkit isdesigned to… 1. Map the value dimensions of current brands 2.Identify position (and possible overlap of all brands in a portfolio) 3. Map the “Ideal Vector” for a target market 4.Identify brand fit and gaps with target market 5.Identify the need for brand extension, reposition or new brand 6.Identify key competitors’ brand fit
- 4. Brand Positioning Process BrandPosition (current) • Brand values map • Key dimensions • Value position • Usage guidelines • Brand Map Market Map • Segmentation • Key dimensions • Ideal vector (preferred combination of dimensions) Brand Fit Map • Overlay of brand dimensions and market’s ideal vector Convergence • Employ current brand Divergence • Brand extension? • New brand? • Cycle back through process
- 5. 1. Brand Position Dimensions Valueposition Usage guidelines Brand Map • 10 – 15 key attributes • Internal ranking • External ranking • Price / quality • Boundaries- can/cannot do • Condition • Design lead and validation • Manufacturing • Segments served • Radar map of weighted dimensions Identifying the proper brand / market dimensions are key to tool’s success. Dimensions quantified by 10 point Likert scale.
- 6. Efficient Brand as Product Reliable Brand as Organization Brandas Person Brand as Symbol Bold Sample Values Map (Aaker-Monda Model) DNA and Core Strengths are Immutable! Endurance Integrity Execution Simplicity DNAPowerful Relationships Values Map is the Compass for All Initiatives Power density Believable brand equity Efficiency focused engineering Continually delivering on 100 yr heritage Durability Right product, time and value Solutions provider Strict cost containment Process driven No frills Instills confidence Practical Do what we say, say what we do Leader (market and innovation) Win-win relationships Intelligent service Transparent Quality
- 7. Sample Position Map– Master brand Research is conducted to measure brand dimensions. Note the four quadrants - brand as product, person, organization and symbol align with value map. (Usage guidelines are not included in this presentation) 0 1 2 3 4 5 6 7 8 9 Quality Durability ProductLine Breadth Distribution Premium Price Customization Support Speed to MarketParts Availability Order Fill Speed Strategy Brand Awareness Brand Equity Technical Leadership Premium Position Master Brand Brand As Symbol Brand As Organization Brand As Person Brand As Symbol Brand As Product
- 8. 2. Target MarketMapping Segmentation Dimensions Ideal vector map • Market identification • 10 – 15 key attributes (same as brand) • Internal ranking • External ranking • Radar map plotting weighted dimensions (market needs)
- 9. Ideal Market Vector Onceagain, research is conducted to measure the ideal market vector for the target market. 0 1 2 3 4 5 6 7 8 Quality Durability ProductLine Breadth Distribution Premium Price Customization Support Speed to MarketParts Availability Order Fill Speed Strategy Brand Awareness Brand Equity Technical Leadership Premium Position Ideal Market Vector Brand AsBrand As Symbol Brand As Organization Brand As Person
- 10. Master Brand /Ideal Market Fit The position map indicates convergence; it is not necessary to create a new brand. There is general alignment between the market and the master brand. The good news is that the customers’ acquisition price is a fit but the master brand will need to become more flexible and responsive in speed to market and in in other service areas. 0 1 2 3 4 5 6 7 8 9 Quality Durability ProductLine Breadth Distribution Premium Price Customization Support Speed to MarketParts Availability Order Fill Speed Strategy Brand Awareness Brand Equity Technical Leadership Premium Position Master Brand Ideal Market Vector Brand AsBrand As Symbol Brand As Organization Brand As Person
- 11. Competitor overlay In thisexample the competitor presents a price challenge, and exhibits general fit to the market’s ideal vector . The master brand will need emphasize differentiation in brand as product (quality, durability) and brand as person (support) quadrants, capitalizing on the position gaps. 0 1 2 3 4 5 6 7 8 9 Quality Durability ProductLine Breadth Distribution Premium Price Customization Support Speed to MarketParts Availability Order Fill Speed Strategy Brand Awareness Brand Equity Technical Leadership Premium Position Master Brand Comp. 1 Ideal Market Vector Brand As ProductBrand As Symbol Brand As Organization Brand As Person