The Brand Landscape by Aurore enables students to align their brand to their strategy, and to identify potential brand advantages in the market.
Every brand has a personality. After making selections between a series of brand personality identifiers, students expand their scope to map out the competitive brand landscape. Then, they compare highly competitive brand personalities with buying criteria to identify potential opportunities to differentiate their brand.
Use your current case study to set up the scenario for your students. Then, let them apply what they’ve learned.
Use this tool as a learning device to practice and apply high level concepts in Marketing, Strategy, Business, and Entrepreneurship courses in undergraduate and graduate programs.
Define your company brand by choosing between a series of brand attribute pairs. Is your brand more economy or luxury? Modern or traditional? Casual or serious?
10-20 minutes to complete
Identify your top four competitors in the market. Then, evaluate their brands by choosing between a series of brand attribute pairs like a personality test.
10-20 minutes to complete
Visualize the competitive landscape from a brand perspective. The spider chart highlights highly competitive brand personalities. Use the data to consider a pivot towards untapped brand personalities with less competition. Or, use the analysis in conjunction with the Competitive Positioning framework to identify buyer values and align your brand to the values that are most important to the buyer.
10-20 minutes to analyze
Consider buying criteria- what factors do customers’ value the most when making purchasing decisions in your market? The Brand Advantage Dashboard provides a general overview of your brand’s personality as it translates to buying criteria. If you compete on “adaptability” or “speed”, then your brand personality should match. Use the analysis to align your brand to your company strategy.
10-20 minutes to analyze