Brand Positioning Research & Strategy
Optimise your Brand Positioning and Targeting Strategies
Unlock the true power of understanding your brand positioning by making your customers position you above your competitors through actionable insight
A strong Brand Proposition, Positioning and Targeting Strategy is essential for all businesses striving for success. Our Brand Growth study shows that Brands with a strong positioning typically see revenue increases over 10%-20%.
The Brand Positioning Strategy
The perception your target market has of your brand determines how consumers view and use your business. The position they place your brand determines which brands you’ll compete with and how. When positioned correctly, your brand strategy and business offering will be aligned and in turn, add value to your brand.
To summarise, Brand Positioning is about owning the position (space) in the customer’s mind and is often depicted as a two-dimensional space. The dimensions should focus on the market’s needs and what differentiates you from the competition. Once the differences between your brand and your competitors are established, the benefits you offer are what generate those differences and show your value to the target market.
Brand Positioning Research
In order for you to get your Brand Positioning in the correct place, you need to consider three things:
Target Audience
When developing your Proposition, it is vital to fully understand your target market. Segmentation will identify which groups you should focus on, ensure you deliver what matters to them, and which buttons to press for each segment. Our audience and segmentation research will help you get it right.
Competitors
Keeping an eye on your competitors, the battleground and how the market is evolving. Brand Tracking or a Usage & Attitude (U&A) study is best suited to determine how your competitors are seen and used. Focus Groups amongst competitor users are also extremely insightful.
Brand Image
Brand Image studies are often part of a Brand Tracking or U&A study. Understanding your strengths and weaknesses and why consumers choose your brand over others is essential for marketers developing their strategy. Supplement this with groups for the deepest insights.
Why Vision One
Award Winning Agency
Best Market Research Company
How We Work
We work very closely with clients and see ourselves as an extension of each client’s business. When it comes to Brand Positioning, being there from the start helps us understand and develop a deeper knowledge of your brand. Then, combining our knowledge of markets with 20 years of experience delivering actionable insights, we present the most effective research approach to deliver the best outcome for your brand.
To be truly effective, Brand Positioning should be rechecked and tweaked as markets and competitors continually evolve.
Why not get your brand in the best position possible by speaking to one of our members of staff and finding out how we can help you become the brand you want to be? If you’re wondering why you should talk to us, then why not read about us and our brand story?
Our brand research experts
Q&A Vision One’s brand research solutions
Brand market research specifically examines how customers perceive, experience, and connect with a particular brand and its competitors. It’s focused on brand equity, positioning, awareness, loyalty, and emotional resonance.
Brand research companies typically answer questions like: How many people are aware of my brand? What does our brand stand for in customers’ minds? How do we compare to competitors on brand attributes? What drives brand preference and loyalty? How strong is our brand awareness? Which brands to watch out for and have momentum.
Branding market research dives deep into the intangible assets that differentiate one company from another beyond product features and pricing. It measures brand health through metrics like Net Promoter Score (NPS), brand recall, consideration rates, and emotional associations.
We deliver a comprehensive suite of market research solutions designed to drive strategic growth. Our top market research company services include
- Advertising research and Ad testing
- Brand research (identity and brand equity)
- Brand tracking studies
- Business-to-business research
- Customer satisfaction and CX
- Ethnography and observation
- Idea generation and Co-creation
- International & global research
- Market segmentation and personas
- Messaging and Copy testing
- Online research and online surveys
- Pricing Research
- Proposition and Concept testing
- NPD and Product research
- Research training & Consultancy
- Shopper insights and Retail research
- Usage & Attitude surveys
We combine qualitative insight, workshops, and strategic analysis to uncover the core value your brand offers customers. Through techniques such as focus groups, stakeholder interviews, and competitor mapping, we help identify the positioning that will resonate most strongly with your audience and set you apart from competitors.
Effective brand strategy must be built on real customer insight. Our research helps businesses understand how customers perceive the category, what drives choice, and where opportunities exist for differentiation. This ensures your brand strategy is rooted in evidence rather than assumptions.
Kantar
Known for brand equity frameworks such as Meaningful, Different and Salient.
System1 Group
Focuses on emotional response and System 1 advertising effectiveness.
Vision One
Know for BrandVision and its brand wheel and the 8 brand equity metrics (including Brand Momentum).
Vision One offers extensive brand marketing research solutions, spanning qualitative and quantitative methods. Key benefits include:
- Pioneering techniques to uncover new insights and a deeper understanding of customers
- Latest advanced technology for enhanced data analysis and coding
- MRS Company Partners for the highest ethical standards of research
Here’s our top 5 resources for brands:
WARC and Institute of Practitioners in Advertising (IPA) offer excellent range of case studies, research and insights into advertiing and marketing effectiveness
If you’re passionate about the history of brands – why not checkout the museum of brands.
Need the insights to make smarter, more confident decisions?
Get in touch for a fast, tailored proposal of
email us at mail@visionone.co.uk
or call us on 0203 693 3150
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