Position the brand
Tools that help you position the brand.
13 tools
- Segmentation, Targeting, and Positioning Model (STP) — Core route from market segments to a chosen position
- Positioning Map — Plots competitors on the variables customers judge you by
- Perceptual Mapping — Finds real gaps in the market against key attributes
- Kapferer's Brand Identity Prism — Checks intended brand identity matches what customers receive
- Brand Pyramid — Stacks attributes up to one clear brand essence
- Keller's Brand Equity Model — Builds brand equity in stages toward genuine resonance
- Brand Archetype Framework — Gives the brand a consistent personality and tone
- Creating a Distinct Value Proposition — States the one reason customers should choose you
- Bowman's Strategy Clock — Names where you sit on price versus perceived value
- Porter's Generic Strategies — Forces a clear choice between cost, difference or niche
- Value Curve Analysis — Shows where your offer breaks from the competitive pack
- Price-Benefit Position Map — Spots the value gap versus rivals on price and benefit
- Strategic Narrative Marketing — Ties positioning into one coherent brand story