Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors’, to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand’s market position to business performance metrics such as pricing and sales. Other marketing tools measure brands on yardsticks such as market share, growth rate, and profitability but fail to take consumer perceptions into consideration. In this article, Ivey Business School’s Niraj Dawar and Charan K. Bagga present a new type of map that links a brand’s position to competitors according to its perceived “centrality” (how representative it is of the company) and “distinctiveness” (how much it stands out from other brands) with its business performance along a given metric. Using the tool, marketers can determine a brand’s current and desired position, predict its marketplace performance, and devise and track marketing strategy and execution. In-depth examples of the car and beer markets demonstrate the value of this tool to managers of brands in any category. HBR Reprint R1506G
Use positioning mapping to gain clearer oversight of the market
Brand Mapping: An Effective and Efficient Tool for Marketers - AMA
What is a reason to choose to make a quality brand with a following, rather than an inspirational brand with a following? - Quora
SEO Content Plan To Improve Online Brand Positioning Map To
Positioning for [product] - ppt video online download
Brand Leadership Archives - Map & Fire
16+ Free Editable Branding Proposal Templates in MS Word [DOC
Mapping Brand Strategy: Balancing Centrality Vs Distinctiveness - Ideas for Leaders
Standardized Global Brand Management Using C-D Maps
How To Build A Digital Marketing Strategy For Long-Term Success
Let's Talk About Brand Positioning and Purpose
Chase Dimond on LinkedIn: A good marketing strategy is like a map
Mapping Your Competitive Position
Mastering Brand Strategy: Beloved Brands Approach