Brand positioning is all about understanding the relationships between brands and identifying any gaps which can then be unlocked by a creative idea. It is informed by market knowledge and competitor analysis.
These are used to identify the key drivers of consumer choice in the market, and how different brands appear to be looking to exploit these.
A common output of a brand positioning exercise is a Brand map
Brand mapping is a technique for visualising the relationships between brands. This is invaluable for understanding who your biggest competitors are, and what the key factors are which differentiate one brand for another.
We use brand mapping in order to stimulate our creative thinking, and in order to fine tune a marketing communications campaign. It can also play a valuable part in the development of a Marketing Strategy