How do you define competitive position?

Competitive (market) position rests on competitive advantage of a brand. Competitive advantage is written  in brand identity. It is written in the same way as any biological advantage of any living creature is written in genome then executed in phenotype.  

Brand identity formula is its genome.

Brand identity formula is simple structure, but it offers an option to develop rich complexity of aligned stories. Stories are genome’s phenotypes. Stories are moments of truth of a brand. Each story executes competitive advantage.

You may notice in brand formula, that one of its elements is competitive advantage. So is competitive advantage in fact explained with that single brand identity element?

No!

I take this peculiarity of brand formula as the most advantageous part of brand identity definition as a part of Standard Branding Model(c). The richness of each of brand identity elements is revealed only in interaction with all other elements. So competitive advantage does not lie in competitive advantage as a part of brand identity formula. It is inscribed in identity as whole as much as personality does not lie in personality only, but is reflected in brand identity as whole.

The next question is how to come from competitive advantage to competitive market position.

Competitive market position is a result of adequately selected, aligned and put in place and time brand moments of truth. Selection of most suited and most efficient moments of truth and their placement in time and space is called marketing.

Should you be interested in fully elaborated form, find it in Brandlife.  

Andrej Drapal