| 摘要 |
A method of comparing a first brand with one or more second brands by identifying a differentiation factor between the first and second brands, the method comprising the following steps. The first step entails identifying a plurality of elements which can differentiate between one brand and another. Secondly, a consensus score is determined with respect to the first brand and the or each second brand based on the plurality of elements. Next, the consensus score of the first brand is compared with the or each second brand in order to identify elements for which the first brand has a substantially equal or higher score than the or each second brand. Finally, the identified elements for which the first brand has a substantially equal or higher score than the or each second brand are displayed in a visual manner to enable identification of key marketing criteria which can position the first brand relative to the or each second brand.
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