A Better way to Map Brand Strategy
The centrality-distinctiveness map is presented to solve a key dilemma in marketing: how to make brands stand out yet make them core in their category. The C-D map incorporates consumer perceptions about brands with the brand's business performance and plots them in four quadrants. Those in the peripheral quadrant possess few distinguishing characteristics. The unconventional brands, however, have unique traits. Brands in mainstream are those that are likely to come to consumers' minds first. Those in the aspirational quadrant have high uniqueness but also wide appeal. Resultant sales volume and pricing strategies are then illustrated in the quadrants using automobiles and beer brands.