Steps in Analysis of Brand Categorization and Differentiation / Competitive Advantage.
a.Identification and analysis of major competitive brands (industry rivals, private labels, substitutes).
b.“Frame of reference” and “points of parity” in the competitive category -- does the brand have the necessary “entry tickets” to compete?
c.Relative positioning of competitive brands in market (premium and/or private labels); perceptual mapping if feasible.
d.Marketing audit of competitive brands; strengths and weaknesses of competitors’ brand marketing programs?
e.A Brand Report Card.