ABSTRACT
Brand experts often analyse brand strategies based on their competitive positioning which consists of looking at the target markets as well as the space they occupy in the markets (for example leaders or followers, major or minor actors). This approach is interesting because according to brands’ ambitions, objectives and means available to achieve them, brands’ challenges and organisations, in terms of positioning and architecture, can be very different. Objectives in terms of growth, the focus on research and innovation and price policies also represent significant distinctive features and variables.
