Brand Positioning Framework

The battle for the mind

Demand for greater returns on marketing spend, structural changes in the marketplace, tougher regulatory constraints, and increasingly competitive brands all mean that building the right positioning has never been more critical…

Ipsos Healthcare’s brand positioning framework is a unique set of tools, techniques and templates specifically designed to tackle the most challenging positioning issues across the product lifecycle.

Our brand positioning framework

  • The Diagnostics Phase: collecting relevant information (on the market, the competition and customers) to provide input into the ‘Creation’ stage
  • The Creation Phase: identifying key market insights and defining and developing the core brand architecture
  • The Realization Phase: creating meaning for the brand in order to inform brand communication
  • The Monitoring Phase: monitoring the success of the brand in the marketplace (using the core metrics of penetration, differentiation and relationship)