Brand Positioning Scorecard
Every shopper splits their money into two pots: things that are good value, and things that make them feel something. Brands stuck in between get squeezed. See where yours sits.
Example answers are loaded. Pick the range that matches your data. If you don't have the number, choose Not sure and it is left out of your score.
The value pot
The emotional pot
Your brands
Scores are 1–5 from the Brand Positioning Workspace. The first row is you; add up to 7 competitors. Muscle is optional and not drawn on the map.
Scored with your own ranges. The grey reference brands use Frontier's default ranges, so compare yourself mainly with your competitors.
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Grey dots are illustrative, based on Frontier's reading of each brand in China in 2026. Lines sit at 3.5 out of 5.
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Brand Positioning Workspace
- 16 criteria, each with a metric you can measure, scored automatically in Notion
- Score up to 8 competitors with 9 outside-in criteria
- A customer survey form, a Brand Vault for market signals, and a 90-day plan for your zone
- One click sends your scores to this map
Not sure about your price band? Try the free International Price Check.