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2brand Leadership Matrix
2brand Leadership Matrix
2brand Leadership Matrix
Adapted from the BCG matrix. Takes into consideration the Market Share and the Share Growth. Helps in assessing the health of a Brand. Helps in formulating Brand related strategies.
Q4 The Ex-Champ
Q3 The Leader The most influential Brand High market visibility & preferences. Market leadership and continuous innovation
High
A complacent former leader living off its past glory. Focus is on maintaining status quo.
Market Share
Q1 The Underdog No clearly differentiated brand and product positioning. Competes on price In Danger of being acquired or eliminated
Q2 The Challenger A niche Brand. Having a focused strategy More creative and adaptable
Low
Share Growth
Q4 The Ex-Champ High Maximize return while maintaining market share. Invest to move back to leader brand position.
Q3 The Leader Invest to stay on the top and enhance equity. Invest to defend position
Market Share
Q1 The Underdog Phase out from the market. Follow a Challenger Brand strategy
Q2 The Challenger Stay or pursue Brand leader strategy. Assess level of funding required and source of funds
Low
Share Growth
High
Market Share
Q4 The Ex-Champ Existing Customers: Loyalty Preference Total Market: Esteem Consideration Q1 The Underdog Total Market: Awareness Consideration Esteem
Q2 The Challenger
Target Market: Preference Esteem Advocacy Loyalty Total Market: Awareness Consideration Esteem
Low
Share Growth