Positioning Scorecard
Assess new brand positioning through an objective lens.
Consumer feedback is only one of the components that should go into selecting a brand positioning. Your new positioning also needs to be something you can deliver on, and it should drive revenue. Selecting a new positioning can be a difficult decision to make, so we quantify the opportunities to enable an objective, holistic conversation between decision makers so everyone has conviction in the path forward.
Frequently Asked Questions
What is a brand positioning scorecard?
A brand positioning scorecard is a strategic tool designed to evaluate and quantify the effectiveness of your brand's positioning in the marketplace. It systematically compares your brand's attributes against consumer preferences and competitive benchmarks, providing a clear, data-driven perspective on where your brand stands and identifying areas for strategic improvement to ensure your brand's messaging resonates strongly with your target audience.
What are the benefits of developing a positioning scorecard?
A brand positioning scorecard provides critical insights into your brand's performance, guiding your brand development strategy to encourage product trial, generate repeat purchases, and increase market share. It offers a structured evaluation of how your brand is perceived in comparison to competitors, enabling informed decisions to optimize brand positioning for better market performance.
How is your brand development scorecard developed?
Our brand development scorecard is meticulously crafted through a blend of comprehensive market research and brand research by our strategists who have tenure as fortune100 brand management, employing cutting-edge methodologies tailored to the nuances of CPG. This process ensures a holistic analysis and integration of pivotal data points, underpinning the creation of a robust brand scorecard that serves as an essential instrument in strategizing and refining your brand positioning strategy. The emphasis on a well-defined brand positioning strategy is crucial, as it significantly influences your brand's ability to connect with your target audience, enhance brand distinction, and drive competitive advantage, ultimately steering your brand towards sustained success and growth.
How is a positioning scorecard relevant to my business?
A positioning scorecard is integral for aligning your brand strategy with market dynamics, ensuring your brand's messaging effectively resonates with your target audience. The positioning scorecard optimizes for: *Brand position *Brand equity *Brand value *Brand identity *Brand loyalty *Brand awareness By leveraging a positioning scorecard, you can make informed decisions that enhance your brand's overall market presence and ensure sustained growth and relevance.
What criteria are used to evaluate my brand's positioning in the scorecard?
The brand positioning scorecard is developed through a detailed process that includes consumer feedback, ensuring that the positioning is achievable for your brand and can drive revenue. This holistic approach allows for informed discussions among decision-makers, focusing on criteria that measure how well the brand's positioning aligns with market needs and competitive differentiation.
What is the investment required to develop a brand positioning scorecard?
The investment for developing a brand positioning scorecard as part of the Path To Performance™ brand development process typically ranges from $25,000 to $500,000. This range accounts for the tailored approach taken to meet the specific needs and objectives of your brand, ensuring a strategic foundation that aligns with your market positioning and long-term goals.
What is the typical timeline for developing a brand positioning scorecard?
Developing a brand positioning scorecard typically takes 1-2 weeks, serving as a critical component of our comprehensive Path To Performance™ brand development process. The entire Path To Performance™ journey, designed to thoroughly refine and elevate your brand, averages between 3-6 months to complete, ensuring a strategic and impactful market presence.
What additional brand positioning solutions does your agency provide?
Our agency offers a comprehensive suite of brand development services, including market research, competitive analysis, brand identity creation, consumer behavior studies, and strategic marketing planning. Each service is tailored to enhance your brand's positioning in the market, ensuring a coherent and compelling brand narrative that resonates with your target audience. Review our full list of brand development services at the bottom of this page.