The BrandZ Map
By plotting a brand's ubiquity (presence within its category) against its Brand Voltage
we can depict its position - ie the brand's growth potential given its current size in the market. Areas on the map correspond to typical Brand Signatures
, as described in the Eight Typograhies
When we put real brand names on to the BrandzZ Map allows you to compare a brand's health with benchmark brands both within country and category as well as across categories and globally.
The BrandZ Map USA Model
Clearly, not all brands will aspire to be Olympic or Classic brands. It could be a very successful and profitable strategy to create a niche as a cult or aspirational brand.
The BrandZ Map - Over time
Since we have been collecting data over time we can predict, with accuracy, what will happen to the brand over time.
Here we see how difficult it is to manage 'Little Tigers'. As brand owners try to broaden the franchise of the brand, they weaken its differentiation and its voltage, resulting in nearly a third of Little Tigers turning into defenders.
The BrandZ Map and Financial Outcomes
We have linked typologies to financial outcomes as can be seen here: 'Little Tigers' have higher average growth rates, but the volatility of that growth is higher. Whereas Olympic brands grow at lower but more predictable rates.