Figure out where you are on the distinctiveness-centrality spectrum. Your Shopping Different youngme moon pdf free is empty.
Companies have long used perceptual mapping to understand how consumers feel about their brands relative to competitors’, to find gaps in the marketplace, and to develop brand positions. But the business value of these maps is limited because they fail to link a brand’s market position to business performance metrics such as pricing and sales. Other marketing tools measure brands on yardsticks such as market share, growth rate, and profitability but fail to take consumer perceptions into consideration. In this article, Ivey Business School’s Niraj Dawar and Charan K. Using the tool, marketers can determine a brand’s current and desired position, predict its marketplace performance, and devise and track marketing strategy and execution. In-depth examples of the car and beer markets demonstrate the value of this tool to managers of brands in any category. Companies have long used perceptual maps to understand how consumers feel about their brands relative to competitors’ and to develop brand positions.
But their business value is limited because they fail to link a brand’s position to market performance metrics. The C-D map links perception and performance in a new way. It also captures financial performance along a given metric, such as sales volume or price. In-depth examples of the car and beer markets demonstrate the value of this tool for managers of brands in any category. Marketers have always had to juggle two seemingly contradictory goals: making their brands distinctive and making them central in their category.
They’re the first ones to come to mind, and they serve as reference points for comparison. These brands shape category dynamics, including consumer preferences, pricing, and the pace and direction of innovation. Distinctive brands, such as Tesla in cars and Dos Equis in beer, stand out from the crowd and avoid direct competition with widely popular central brands. Striking the right balance between centrality and distinctiveness is critical, because a company’s choices influence not just how the brand will be perceived, but how much of it will be sold and at what price—and, ultimately, how profitable it will be. And yet, marketers have lacked the tools needed to get this balance right.