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 Apple iPhone X Samsung Galaxy 10 Xiaomi Mi 9 Nokia Mi 9
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
Apple
Samsung
Xiaomi
Nokia

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
Apple
Samsung
Xiaomi
Nokia

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
Apple
Samsung
Xiaomi
Nokia

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
Apple
Samsung
Xiaomi
Nokia

Visionary

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

Low
Highly
Neutral
Apple
Samsung
Xiaomi
Nokia
Practicality

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

Low
High
Neutral
Apple
Samsung
Xiaomi
Nokia

Indifference

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

Easily
Difficulty
Neutral
Apple
Samsung
Xiaomi
Nokia

By clicking "Submit" you accept our terms and conditions