How to Map Your Competitive Landscape

Competitor Mapping: Unlocking the Key to Brand Success.

In the ever-changing landscape of branding, companies need to stay ahead of the competition to thrive. Traditional perceptual mapping techniques often lack the ability to connect a brand’s market position with tangible business performance metrics. That’s where Fluid Branding comes in.

At Fluid Branding, we provide world-class competitor mapping. We can offer data-driven perceptual mapping to understand how consumers feel about a brand relative to its competitors. However going even further, we can link a brand’s perceived “centrality” (how representative it is of the category) and “distinctiveness” (how much it stands out from other brands) to its business performance metrics. By leveraging our years of experience and expertise, we have developed a rigorous strategic process that uncovers the true connection between a brand’s market position and its sales performance.

Fluid Branding uses Centrality-Distinctiveness (C-D) mapping to take into consideration the vital component of consumer perception to provide you with a comprehensive understanding of your brand’s true potential.

an example of an centrality distinctiveness map of the automotive category landscape

Each quadrant provides some understanding of competitors’ positioning. The bottom left peripheral quadrant indicates small brands that don’t have a significant leadership role in the market. Typically niche or cheap offerings. The top left unconventional quadrant are small brands that typically provide clients with highly distinct brands. They are often niche offering that can charge a premium. The bottom right mainstream brands are typically high volume, large brands with significant market penetration. Finally the top right aspirational brands are large, high volume and have distinctive, recognised brands. They can capture the best of both words with premium prices and deep market penetration.

Alternatively, if our clients want to see a perceptual map that demonstrates which attributes are associated with which brands, we recommend conducting a survey and constructing a multi-dimensional scaling perceptual map.

an example of a multi-dimensional perceptual map of the automotive category landscape

A multi-dimensional perception map is a visual representation that helps understand how consumers perceive products, brands, or attributes across multiple dimensions simultaneously. The closer attributes are brands are together, the more similarly they are perceived as being to each other.

Multi-dimensional perception maps serve as powerful tools for understanding market landscapes, competitive positioning, and consumer preferences. They help businesses make informed decisions and develop strategies to enhance their market presence.

Our competitor mapping allows you to gain valuable insights into the gaps in the marketplace, positioning your brand for success. By identifying areas where your brand can shine, we help you develop a unique competitive advantage.

With Fluid Branding by your side, you can make informed decisions that lead to measurable improvements to your bottom line. Furthermore, by comparing a brand’s position in the market to its sales pipeline, clients gain a holistic view of their brand’s performance. By understanding how your brand’s market positioning aligns with its sales performance metrics, you can make targeted strategies that drive growth and success.

At Fluid Branding, we understand the complexities of branding. That’s why we provide our clients with the tools and strategies they need to navigate the ever-evolving marketplace. Our approachable and personable style ensures that we connect with you on a deeper level, delivering factual truth and messages that leave a lasting impression. Choose Fluid Branding and unlock the key to brand success today. Together, we can build distinctive branding that gives you the competitive advantage you need to thrive.

Contact us now and let us guide you towards better brand outcomes.

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