Research insights

Brand positioning market research

What Is Brand Positioning Market Research?

Brand positioning market research is the process of analyzing and evaluating the market to determine where a brand sits in consumers’ minds compared with its competitors. It helps businesses understand how they are perceived, what makes them different and where opportunities exist.

Why It Matters

• Shows whether the intended positioning matches how consumers actually see the brand.
• Identifies strengths and weaknesses relative to competitors.
• Reveals unmet needs and gaps in the market.
• Guides decisions on messaging, product development and pricing.

Main Steps

1. Define objectives and target audience: Decide which consumers and decisions the research should inform.
2. Map competitors: Identify the brands consumers consider as alternatives.
3. Measure perceptions: Assess awareness, associations and key attributes such as quality, price and image.
4. Analyze positioning: Use tools such as perceptual maps to compare brands.
5. Develop recommendations: Define the desired position and how to reach it.

Common Methods

• Quantitative surveys to measure perceptions at scale.
• Focus groups and in-depth interviews to understand motivations.
• Brand health tracking over time.

Using the Results

Findings should be translated into a clear positioning statement and consistent communication across all touchpoints, then tracked to see whether perceptions change.

Conclusion

Brand positioning research gives businesses an evidence-based view of where they stand and where they can win.

INTAGE Vietnam provides market research services to help businesses understand consumers and make evidence-based decisions.

Contact us today for a consultation!
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INTAGE Vietnam: Comprehensive and effective market research solutions for businesses.
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