Brand Positioning Map: A Strategy Tool for Trademark Design

Rain Chen, Ming-Hong Wang


The study used multidimensional scaling to build designer and consumer Brand Position Map, BPM. The research objectives are as follows: (1) Using trademark samples to build BPM, (2) comparing substantive differences between BPM built by designers and by consumers, (3) presenting a well-known trademark infringement case and using BPM to simulate a design strategy for the new trademark. The study chose 29 trademark samples of 29 boutique brands and requested 26 designers and 56 consumers to build the BPM. The investigators analyzed a classic trademark infringement case, HERMES vs. BNANE, and simulated a “New BANANE Trademark” design strategy. The investigators have found that the BPM built by designers have the trademark samples more concentrated, which suggests that designers' judgment on trademark samples are more consistent. As for consumers, their BPM has the trademark samples more dispersed, suggesting that their judgment on trademark samples is less consistent. Together, it means that experts and the general public use different standard for judging trademarks. In the HERMES vs. BANAE trademark case, BPM enables the investigators to clearly define the infringement scope of the trademark. BPM can also be used to simulate a design strategy for a new trademark. BPM provides a good brand positioning concept assisting the middle and high level company managers to implement brand positioning. BPM covers a wide range of aspects, including using BPM: (1) as a brand positioning analysis tool in the industry, (2) for design around of trademark design, and (3) for assessing the infringement scope of trademarks. Future researchers can also more thoroughly examine the application of BPM in different industries. BPM is a strategy tool for brand design. Using corporate brand positioning strategy is an approach for dealing with competitions among enterprises. BPM is a very effective ad comprehensive strategic tool for enterprises interested in more definite brand positioning.

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Journal of Management and Strategy
ISSN 1923-3965 (Print)   ISSN 1923-3973 (Online)


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