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Breaking the boundaries of product category in the analysis of brand positioning
Not losing sight of any brand that breaks into the market is especially important nowadays, when technology and innovation are reinventing whole sectors and we increasingly see that technological brands become competitors of any brand in any category. Our approach to brand positioning is to go beyond the traditional maps that represent the consumer perception of the brands in a certain category and now we measure the strength of a brand in a broader context, so we not only compare ourselves with our direct competitors, but also with brands from other categories as they can be potential competitors or partners that could help us moving our brand to a different positioning
Raúl Gordo of the Omnicom Media Group Spain presents the methodology and main learnings from a project in which they analyzed 100 brands from 14 sectors based on the results from 10,000 online interviews to Spanish population