Free tool · Luxury Positioning Map · about 30 minutes Find the open space.

Pick two axes buyers use, score yourself and three alternatives from 1 to 5, and write down where the space is, the position that fills it and two things to subtract.

Two axes

Four brands

Position and subtractions

No sign-up

1 · The two axes

Horizontal axis: what runs from 1 to 5 (Horizontal axis)Vertical axis: what runs from 1 to 5 (Vertical axis)

2 · Name and score each brand (1 to 5 on each axis)

You: name (You name)You: horizontal score (You horizontal)You: vertical score (You vertical)Alternative 1: name (Alternative 1 name)Alternative 1: horizontal score (Alternative 1 horizontal)Alternative 1: vertical score (Alternative 1 vertical)Alternative 2: name (Alternative 2 name)Alternative 2: horizontal score (Alternative 2 horizontal)Alternative 2: vertical score (Alternative 2 vertical)Alternative 3: name (Alternative 3 name)Alternative 3: horizontal score (Alternative 3 horizontal)Alternative 3: vertical score (Alternative 3 vertical)

3 · The open space and your position

Where is the space, and have you checked a buyer wants it? (Open space)Position: for [buyer] who [situation], we are the [category] that [difference] (Position)Two things you will subtract so the position is not diluted (Subtractions)

Score from evidence, such as websites, prices, proposals and what clients say, not from hope. Empty space is only an opportunity if buyers want it. Nothing you type leaves this page.

Your positioning map

Then test it

Check the space. Take the open space to three of your best clients and ask whether they would want it and pay for it. If not, choose different axes.

The method is in The Brand Code: Luxury Is Built by Subtraction, Luxury Brand Positioning: How Premium Brands Are Built and Luxury Positioning Map Template.

Questions

What is a positioning map?

A grid that plots your brand and your alternatives on two dimensions buyers use, so you can see where you sit and where there is space.

How many alternatives should I plot?

Three or four. More makes the map unreadable.

What if I score myself top right on everything?

Be honest and use evidence. A map that flatters you shows no space.

Do I need a luxury product?

No. It works for any premium service.

Is my map saved?

Only in your browser, on this device. Nothing is sent to us.

More free tools

All free tools

The Brand Code

One idea a day, free.

Mike Bruce writes on positioning, pricing and brand visibility three times a day. The Brief lands in your inbox at 07:30 Abuja time. No sales emails.

Subscribe to The Brand Code

Next step

A map shows where, not why.

Find out which phase of your brand is weakest, or book thirty minutes with us.

Book a Brand Clarity Call All free tools