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  • Centrality-Distinctiveness Map

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    Rohit
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    The document presents a centrality-distinctiveness map that categorizes brands into four quadrants based on their centrality and distinctiveness: niche players, market leaders, challengers, and "me too" brands. Niche players have low centrality and high distinctiveness while market leaders have high centrality and distinctiveness. Challengers are either unconventional and mainstream or unconventional and peripheral. "Me too" brands have high centrality and low distinctiveness.

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    CD Map

    Original Title

    C-D Map

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    The document presents a centrality-distinctiveness map that categorizes brands into four quadrants based on their centrality and distinctiveness: niche players, market leaders, challengers, and "me too" brands. Niche players have low centrality and high distinctiveness while market leaders have high centrality and distinctiveness. Challengers are either unconventional and mainstream or unconventional and peripheral. "Me too" brands have high centrality and low distinctiveness.

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    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    16 views1 page

    Centrality-Distinctiveness Map

    Uploaded by

    Rohit
    The document presents a centrality-distinctiveness map that categorizes brands into four quadrants based on their centrality and distinctiveness: niche players, market leaders, challengers, and "me too" brands. Niche players have low centrality and high distinctiveness while market leaders have high centrality and distinctiveness. Challengers are either unconventional and mainstream or unconventional and peripheral. "Me too" brands have high centrality and low distinctiveness.

    Copyright:

    © All Rights Reserved
    Download as PPTX, PDF, TXT or read online from Scribd
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    Centrality-Distinctiveness Map

    • Niche players • Premium pricing


    • Migrate to other quadrants? • Market leader in innovations

    Challengers:
    Unconventional, Mainstream

    • Sales volume
    • Heavy advertising
    • “Me too” brands • Shape markets & preferences
    • Lower prices, generic • Avoid rocking the boat
    • At risk of exit?
    Challengers:
    Unconventional, Peripheral

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