72 Competitive Landscape
A lot of brand positioning work relates to an organization’s competition—a brand might be positioned this way, but compared to what? A brand identity is built in part on a competitive position.
Being cognizant of the competition and its positioning is just doing your homework. An ownable brand position doesn’t need to be the polar opposite of the competition, but it needs to be distinctive. Even fast followers have unique value propositions and identities—often addressing the competition head on. Avis’ “We Try Harder” tagline put a positive spin on the company’s status as the second-largest car rental company in the U.S. behind Hertz.
More often than not, competition comes from other alternatives—not necessarily from ...
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