A Better way to Map Brand Strategy

Author: 
Dawar, Niraj
Responsibility: 
Bagga, Charan K., jt. author
Publisher: 
Harvard Business School Press
Date published: 
2015
Record type: 
Journal Title: 
Harvard Business Review
Source: 
Harvard Business Review, Vol. 93, No. 6, June 2015, pp. 90-97
Abstract: 

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.

Language: 

CITATION: Dawar, Niraj. A Better way to Map Brand Strategy . : Harvard Business School Press , 2015. Harvard Business Review, Vol. 93, No. 6, June 2015, pp. 90-97 - Available at: http://library.africa-union.org/better-way-map-brand-strategy

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