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Has your brand still got what it takes?

Positioning your brand can be tricky. Brands are typically positioned according to the features that set them apart from the competition - the points of difference. But a brand should first be established within a frame of reference - the market for your brand, and its competition.

Many companies overlook the points a brand has in common with its competitors. Customers compare new brands or brand extensions with what's already in the market. It helps them establish what a product or service is, what it does, and what's in it for them.

There are six questions brand-owners should ask themselves:

Making your brand a lasting success means re-assessing your brand and its message regularly. You can't just position your brand and leave it at that. Markets, competitors and customers are changing all the time. Is your brand still relevant to customers?

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