How does this research differ from a typical brand positioning study?
Typically the goal of a positioning study is to identify one thing (attribute/benefit/association) for a brand to focus on. SBAMs provide a much richer understanding of brands than simply “one thing.” Our method focuses on multiple associations, which provides rich insight into brand overall positioning. It does not however tell managers how a brand should be positioned. Rather it provides great clarity in terms of how the brand is currently perceived and how the brand’s associations differentiate it (or not) from key competitors.
