Brand Performance Analysis
Framework 11
What this framework answers?
Purpose
Measure how your brand is performing in a market compared with the number one competitor in the same category, and where the gap is.
Who should use it
Commercial Managers, Brand Managers, Strategy Analysts and International Expansion Teams reviewing brands already in market.
Time required
A ~5-page step-by-step working guide, designed to be completed for each priority market in approximately 45–90 minutes, depending on data availability.
Deliverable
A five-stage research methodology for assessing a brand's commercial position in any Asian target market — measuring awareness, portfolio competitiveness, channel availability and pricing against a benchmark competitor.
Related frameworks
P&L Outlook
Framework 09
Project the profit and loss of entering each market, so you can judge whether the opportunity pays back before you commit.
Price Research Analysis
Framework 11
Benchmark your price against local and international competitors to set a more informed price position.