Position

Your organisation's brand

Relative mapping

Prior to designing a service or product, an understanding of how a brand is positioned is required. To help with this need, research + DESIGN developed the relative mapping tool to investigate and plot brands.

Abstract Hidden values Clear values Literal Traditional Resists change Progressive Adopts change Inherited Indifferent Visionary Practical BMW i3 Tesla Model 3 Renault Zoe Nissan Zoe
Setup

Provide the name and category of your organisation and it's competitors below. The colours can be changed to reflect a brand or make the graph clearer.

+
=
+
=
+
=
+
=
Influence ◎

Influence is an estimation of a organisation's brand presence in a given market segments. It is not an indication of market share.

Little
Large
Neutral
BMW
Tesla
Renault
Nissan
Responsiveness ↔

Responsiveness is an estimation of the speed at which a organisation addresses market needs. These needs can be both technical and/or social.

Slow
Fast
Neutral
BMW
Tesla
Renault
Nissan
Comprehensiveness ↕

Comprehensiveness is an estimation of how an organisation's offering is perceived, be it product, service, or a hybrid of the two.

Basic
Sophisticated
Neutral
BMW
Tesla
Renault
Nissan
Inheritance ⇱

Inheritance is an estimation of how much a brand is required to align with existing and/or historic products, services, and values.

Minimally
Greatly
Neutral
BMW
Tesla
Renault
Nissan
Visionary ⇱

Visionary is an estimation of how unique and innovative a company's product or service is believed to be.

Low
Highly
Neutral
BMW
Tesla
Renault
Nissan
Practicality ⇲

Practicality is an estimation of how a company's product or service is considered accessible, functional, and fit-for-use.

Low
High
Neutral
BMW
Tesla
Renault
Nissan
Indifference ⇲

Indifference is an estimation of how easily a company offering can be replaced by another competitors in the market.

Easily
Difficulty
Neutral
BMW
Tesla
Renault
Nissan
By clicking "Submit" you accept our terms and conditions