Brand positioning maps are valuable tools used in marketing strategies to visualize how a brand compares to its competitors in the marketplace. By plotting brands on a two-dimensional chart based on key attributes, companies can identify gaps in the market and opportunities for differentiation. Below are three diverse examples of how to create a brand positioning map.
In the highly competitive smartphone market, a brand positioning map can help identify where different brands fall on the spectrum of luxury versus affordability. This context is essential for brands aiming to understand their competitive landscape and target audience effectively.
For instance, the map might plot brands like Apple and Samsung on the luxury end, while brands like Xiaomi and OnePlus would fall toward the affordable side. The y-axis could represent features and technology quality, such as high-end specs or innovative features.
This positioning allows a company to see that while Apple holds a strong luxury position with high-quality features, there is also a significant market gap for affordable smartphones with premium features. A brand could seize this opportunity by launching a mid-range smartphone that combines value with advanced technology.
In the snack food industry, health-conscious consumers are increasingly seeking products that offer nutritional benefits without sacrificing taste. A brand positioning map can clarify where various brands stand in relation to these consumer preferences.
In this example, the x-axis could represent healthiness (from unhealthy to healthy), while the y-axis represents taste appeal (from bland to indulgent). Brands like Kind and Larabar might be positioned in the healthy quadrant, while brands like Lay’s and Doritos would be in the indulgent section.
This analysis reveals a potential market gap for snacks that are both healthy and indulgent. A new brand could focus on creating snacks that meet this need, such as protein-packed chips that taste great but also provide substantial health benefits.
In the financial services sector, a brand positioning map can illustrate how companies are perceived in terms of traditional approaches versus innovative solutions. This is particularly useful for fintech startups looking to differentiate themselves from established institutions.
Here, the x-axis could represent the level of innovation (from traditional to cutting-edge), while the y-axis could represent customer trust (from low trust to high trust). Established banks like JPMorgan Chase would be positioned in the traditional, high-trust quadrant, while newer fintech companies like Robinhood or Revolut might be in the innovative yet lower-trust area.
This visualization can help new fintech companies identify strategies to build trust while emphasizing innovation. For example, they could implement customer service enhancements or educational resources to alleviate potential concerns about security and reliability.
By using these examples of how to create a brand positioning map, businesses can better understand their position in the market and strategize effectively to capture new opportunities.