Brand Leadership Matrix

   

Adapted from the BCG matrix. Takes into consideration the Market Share and the Share Growth. Helps in assessing the health of a Brand. Helps in formulating Brand related strategies.

Q4 The Ex-Champ

Q3 The Leader The most influential Brand High market visibility & preferences. Market leadership and continuous innovation

High

A complacent former leader living off its past glory. Focus is on maintaining status quo.

Market Share

Q1 The Underdog No clearly differentiated brand and product positioning. Competes on price In Danger of being acquired or eliminated

Q2 The Challenger A niche Brand. Having a focused strategy More creative and adaptable

Low

Share Growth

Q4 The Ex-Champ High Maximize return while maintaining market share. Invest to move back to leader brand position.

Q3 The Leader Invest to stay on the top and enhance equity. Invest to defend position

Market Share

Q1 The Underdog Phase out from the market. Follow a Challenger Brand strategy

Q2 The Challenger Stay or pursue Brand leader strategy. Assess level of funding required and source of funds

Low

Share Growth

High

Market Share

Q4 The Ex-Champ Existing Customers: Loyalty Preference Total Market: Esteem Consideration Q1 The Underdog Total Market: Awareness Consideration Esteem

Q3 The Leader Total Market:

Preference Esteem Advocacy Loyalty New Market: Awareness Consideration Esteem

Q2 The Challenger
Target Market: Preference Esteem Advocacy Loyalty Total Market: Awareness Consideration Esteem

Low

Share Growth