Brand mapping & positioning

Know where you stand

Brand position is the set of perceptions, impressions, ideas and feelings that customers and others in the industry have for a product or service compared with their competition. At MRA Research we plan positions that give your products and services the greatest advantage in selected target markets, and together with our sister company MRA Marketing, we design marketing mixes to create these planned positions. In planning your positioning, we often prepare perceptual maps that show market perceptions of your brand versus competing brands on attributes that are important to them, whether functional or symbolic.

These perceptual maps help to assess the strengths and weaknesses relative to competing brands along certain criteria important to the customer. They also assist us in the identifying potential competitive advantages for brands. Perceptual maps also allow us to show differentiation among products in the customer’s mind and how ideal points shift as markets mature. We MRA Research demonstrate how your brand might shift its positioning in order to retain or gain a competitive advantage.