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It’s a methodology that diagnoses the current position of a brand and it’s opportunities to develop a unique, ideal superior position within its competitive context.
Its objective is to identify the positioning of the brand in the mind and heart of its public and the possible spaces it can occupy if it’s in search of new opportunities.
It allows the detection of the purpose of the brand, the footprint it has left and the needs it solves; it also aids in the discovery of new territories that offer a more powerful and innovative purpose.
It permits the observation of interesting positions of other brands that compete for the same spaces, to achieve learnings that enrich the purpose of the brand that is the object of the study.
It’s equally powerful in identifying new emotional, commercial, social, consumption or functional territories. It’s composed by a qualitative and/or anthropological portion and a quantitative validation that includes norms for its main indicators.