Brand Positioning Matrix

The Brand Positioning Matrix is a tool used to compare a brand's current position in the market to its desired position. It is used to identify the strengths and weaknesses of a brand in relation to its competitors.

At a very high level, the Brand Positioning Matrix is used in the context of business, marketing.

Brand Positioning Matrix quadrant descriptions, including examples
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What is the Brand Positioning Matrix?

A visual explanation is shown in the image above. The Brand Positioning Matrix can be described as a matrix with the following quadrants:

  1. Competitive Advantage: This quadrant represents the brand's current position in the market, indicating that the brand has a competitive edge over its competitors. Example: Brand X has a higher market share than its competitors.
  2. Competitive Differentiation: This quadrant indicates that the brand has a unique value proposition that sets it apart from its competitors. Example: Brand X offers a unique product or service that its competitors do not.
  3. Competitive Parity: This quadrant indicates that the brand is on par with its competitors in terms of its offerings. Example: Brand X and its competitors offer similar products or services.
  4. Competitive Disadvantage: This quadrant indicates that the brand is lagging behind its competitors in terms of its offerings. Example: Brand X has a lower market share than its competitors.

What is the purpose of the Brand Positioning Matrix?

The Brand Positioning Matrix is a tool used to compare a brand's current position in the market to its desired position. It is used to identify the strengths and weaknesses of a brand in relation to its competitors. The matrix consists of four quadrants, each representing a different aspect of the brand's positioning. The four quadrants are:

  • Competitive Advantage
  • Competitive Differentiation
  • Competitive Parity
  • Competitive Disadvantage

The Competitive Advantage quadrant represents the brand's current position in the market. It is the most desirable quadrant, as it indicates that the brand has a competitive edge over its competitors. The Competitive Differentiation quadrant indicates that the brand has a unique value proposition that sets it apart from its competitors. The Competitive Parity quadrant indicates that the brand is on par with its competitors in terms of its offerings. The Competitive Disadvantage quadrant indicates that the brand is lagging behind its competitors in terms of its offerings.

The Brand Positioning Matrix is a useful tool for companies to identify their current position in the market and to develop strategies to improve their competitive advantage. It can also be used to identify opportunities for growth and to develop a competitive edge over other brands in the market.


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What templates are related to Brand Positioning Matrix?

The following templates can also be categorized as business, marketing and are therefore related to Brand Positioning Matrix: Effort Impact Matrix, Gap Analysis Matrix, Growth Share Matrix, Kraljic Matrix, Outsourcing Matrix, Quadrant Analysis, Risk Analysis Matrix, Risk Value Matrix. You can browse them using the menu above.

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