Sublime

For brands anticipating rapid growth, it is helpful to define the product or benefit space in which the brand would like to compete, as Nike did with “athletic performance” and Disney with “family entertainment.” Words that describe the nature of the product or service, or the type of experiences or benefits the brand provides, can be critical to i

As a rule, if any individual PL in a specific category (e.g., Walmart’s Great Value in the Cream Cheese category) has substantive market share, then this PL brand…

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This means your brand list should include: •all larger and medium share brands in the category •individual PL brands that have a substantive share, or ‘all PL brands’ if individual PLs have low share but PLs in total have a noteworthy total share, and there is strong adherence to the same PL prototype •a representative sample of small brands, with

different naming protocols that influence whether category buyers transfer the retailer image to the PL (retailer co-branded like Sainsbury/Sainsbury Taste the Difference or…

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Any brand entering a new (sub)category – When a known brand in one category enters a new category (e.g., from car/home insurance to pet insurance), the brand needs to be also embedded in the second category part of buyer memories.

There are deviations from this pattern, such as excess sharing between two or more brands, often based on functional similarities. Functional lookalikes can still be useful to monitor, but typically are not as important to your brand’s future trajectory as the bigger brands in the category.