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Brand Positioning Model

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A step by step guide to brand positioning and market fit. Can also be utilized to access competitor’s market position.

Published in: Business, Technology

Brand Positioning Model

  1. 1. Concept 1. August 13, 2012
  2. 2. IntroI developed this tool for a project I was working on. If you can use it, please feel free to do so. Isuspect the model will work well for positioning a few brands (including competitive) in agiven segment but will be difficult for complex brand structures.The critical success factor is developing and measuring the correct dimensions to map. Thedimensions in the example were specific to automotive aftermarket. You will need to createyour own. I would also include loyalty.Slide 6 is the brand values Map – I had created this template a while back, (borrowing heavilyfrom Dr. David Aaker) but in the positioning project wanted to ensure alignment so Imeasured 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 viaemail at uechido@gmail.com
  3. 3. BackgroundThe toolkit is designed to…1. Map the value dimensions of current brands2.Identify position (and possible overlap of all brands ina portfolio)3. Map the “Ideal Vector” for a target market4.Identify brand fit and gaps with target market5.Identify the need for brand extension, reposition ornew brand6.Identify key competitors’ brand fit
  4. 4. Brand Positioning ProcessBrand Position (current)• Brand values map• Key dimensions• Value position• Usage guidelines• Brand MapMarket Map• Segmentation• Key dimensions• Ideal vector (preferredcombination ofdimensions)Brand Fit Map• Overlay of branddimensions andmarket’s ideal vectorConvergence• Employ current brandDivergence• Brand extension?• New brand?• Cycle back through process
  5. 5. 1. Brand PositionDimensionsValue positionUsage guidelinesBrand 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 dimensionsIdentifying the proper brand / market dimensions are key totool’s success. Dimensions quantified by 10 point Likert scale.
  6. 6. EfficientBrand asProductReliableBrand asOrganizationBrand asPersonBrand asSymbolBoldSample Values Map (Aaker-Monda Model)DNA and Core Strengths are Immutable!EnduranceIntegrityExecutionSimplicityDNAPowerful RelationshipsValues Map is the Compass for All InitiativesPower densityBelievablebrand equity Efficiency focusedengineeringContinuallydelivering on100 yr heritageDurabilityRight product, time andvalueSolutionsproviderStrict costcontainmentProcess driven No frillsInstills confidencePracticalDo what wesay, say whatwe doLeader(market and innovation)Win-win relationshipsIntelligentserviceTransparentQuality
  7. 7. Sample Position Map – Master brandResearch 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)0123456789QualityDurabilityProductLineBreadthDistributionPremium PriceCustomizationSupportSpeed to MarketParts AvailabilityOrder Fill SpeedStrategyBrand AwarenessBrand EquityTechnicalLeadershipPremium PositionMaster BrandBrand As SymbolBrand AsOrganization Brand As PersonBrand As SymbolBrand AsProduct
  8. 8. 2. Target Market MappingSegmentationDimensionsIdeal vectormap• Market identification• 10 – 15 key attributes (same asbrand)• Internal ranking• External ranking• Radar map plotting weighteddimensions (market needs)
  9. 9. Ideal Market VectorOnce again, research is conducted to measure the ideal market vector for the target market.012345678QualityDurabilityProductLineBreadthDistributionPremium PriceCustomizationSupportSpeed to MarketParts AvailabilityOrder Fill SpeedStrategyBrand AwarenessBrand EquityTechnicalLeadershipPremium PositionIdeal Market VectorBrand AsBrand As SymbolBrand AsOrganization Brand As Person
  10. 10. Master Brand / Ideal Market FitThe position map indicates convergence; it is not necessary to create a new brand. There is general alignmentbetween the market and the master brand. The good news is that the customers’ acquisition price is a fit but themaster brand will need to become more flexible and responsive in speed to market and in in other service areas.0123456789QualityDurabilityProductLineBreadthDistributionPremium PriceCustomizationSupportSpeed to MarketParts AvailabilityOrder Fill SpeedStrategyBrand AwarenessBrand EquityTechnicalLeadershipPremium PositionMaster BrandIdeal Market VectorBrand AsBrand As SymbolBrand AsOrganization Brand As Person
  11. 11. Competitor overlayIn this example the competitor presents a price challenge, and exhibits general fit to the market’s ideal vector . Themaster brand will need emphasize differentiation in brand as product (quality, durability) and brand as person(support) quadrants, capitalizing on the position gaps.0123456789QualityDurabilityProductLineBreadthDistributionPremium PriceCustomizationSupportSpeed to MarketParts AvailabilityOrder Fill SpeedStrategyBrand AwarenessBrand EquityTechnicalLeadershipPremium PositionMaster BrandComp. 1Ideal Market VectorBrand As ProductBrand As SymbolBrand AsOrganization Brand As Person

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