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The methods behind the analysisGuidesAnalysesActionsAssistantsMaterialExploiting competitors' weaknessesSectionsSource basis and methodology00Brand archetype01Tone-of-Voice02Brand values and purpose03Brand Identity Prism04Brand assets05Semiotic analysis06Distinctive assets07Positioning08Audience alignment09Employer brand10Narrative analysis11Digital and channel execution12Brand harmony13Brand index14
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Section 08

Positioning, category and differentiation

Al Ries & Jack Trout, 1981 · Competitive analysis

Positioning is about what space a brand owns in the market's consciousness – relative to competitors. A position is only strong by virtue of what competitors do not do.

Ries and Trout formulated classic positioning thinking in Positioning: The Battle for Your Mind (1981). brandvju maps the positioning landscape: which positions are taken, who owns them, what is the strength of ownership. White space positions are those that are relevant to the audience and differentiating in the category, but which no competitor currently owns credibly. If you have specified competitors they are used directly – otherwise brandvju identifies the most likely ones based on category knowledge.

What brandvju assesses

Positioning clarity
Is it clear what space the brand wants to own? Weak positioning ends up owning nothing.
Credibility
Is the position supported by concrete evidence and competencies?
Differentiation
Is the position distinctive – or shared with all competitors?
White space
Relevant and unoccupied positions the brand can credibly own.

What the analysis is based on – and what it points towards

The competitive analysis is based on available public material and general market knowledge. Digitally invisible competitors are not included. Your own position is assessed more sharply if you add advertising, campaign material and press coverage to the material archive, because positioning is read from what you actually say in the market, not only from the wording on the website. Positioning strength in the buyer's mind requires external research to be verified.