ABSTRACT
In Chapter 4 we analysed the target group for the brand we are positioning. This analysis is set in the sphere of the positioned brand’s external environment. Another entity in that external target group is composed of the brand’s competitors. In most markets the activities of competitors have consequences for the positioning options of a brand. In order to come to the right positioning, we therefore need to take stock of our competition and the positions claimed by our competitors. Figure 5.1 depicts the BTC model, with the competitors of the brand we are positioning in the bottom right circle. Competitors as Part of the External Analysis of a Positioning Process https://s3-euw1-ap-pe-df-pch-content-public-p.s3.eu-west-1.amazonaws.com/9780203802489/52bc2bf3-7fed-4ce7-8127-4f7b02a17bfb/content/fig5_1_B.jpg" xmlns:xlink="https://www.w3.org/1999/xlink"/>
