Brand Categorization

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.