Positioning Brands With Brand Space

More content than any other positioning model

With Brand Space, we pursue an extremely customer-centred approach to defining a brand: the positioning of a brand is determined by how (potential) customers perceive it and interact with it.

The focus is on the >, which connects the brand and the target group. Scientifically speaking, Geisteshaltung is a subjective theory -> the target group’s mental rule for dealing with the brand (or category)

It is the essence of what the brand stands for and therefore determines the fundamental positioning.

The three dimensions of people, content and appearance with their parameters give shape to the Geisteshaltung.

People – who is involved with the brand?

Business source describes the persons who are theoretically eligible for the brand.

Target groups describes the existing target group segments and prioritizes them

Promise describes the benefits customers receive from the brand

Justification describes why customers can believe the promise

Values describe what is important for the brand and customers

Attributes describe how the brand presents itself to the outside world

Only Brand Space can do this:

As one of the few models – if not the only one – Brand Space can also represent the “size” of a brand. Depending on how narrowly the dimensions are defined, the result is a more pointed positioning and therefore a “smaller” brand.

For example, a car brand can promise a driving experience similar to that of a living room couch. A rather narrow brand promise. This contrasts with a broad brand promise that opens up the brand, such as „Freude am Fahren”.