Understanding the competitive landscape

No brand is an island - monitoring and tracking the brand in a relevant competitive context provides the macro market view that shapes the big decisions

Qualitatively we make extensive use of projectives such as brand parties to understand how brands interact

Online we ask people to map their relationship with brands in terms of four foundation measures

	Associations What is in people's heads about my brand
	Affinity How pre-disposed are people to my brand versus competitors
	User Image What sort of users and occasions is my brand associated with
	Momentum Is my brand going places