--- title: Brand positioning for brands | Gradient Metrics description: Understand what truly drives brand preference in your category with Gradient's brand equity and brand health tracking models. --- ![corporate-employees-examining-organizational-progress-meeting](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/corporate-employees-examining-organizational-progress-meeting.jpg?width=300&name=corporate-employees-examining-organizational-progress-meeting.jpg) # Build brand metrics that matter Uncover which brand equities are truly indicative of conversation throughout your brand funnel, and adjust your brand's positioning in order to win in your category. [Explore Our Work](https://www.gradientmetrics.com/case-studies) [Contact Us](https://www.gradientmetrics.com/contact) ## Discover where your brand belongs Before diving into the specific analyses, it’s essential to understand that effective brand positioning is the cornerstone of market success. It not only defines how consumers perceive your brand but also highlights the key differentiators that set you apart. With targeted research, you can: Reveal your brand’s unique strengths Identify the elements that drive consumer consideration, purchase, loyalty and preference. Benchmark against competitors Understand where you rank in the market and spot opportunities for differentiation.  Inform strategic decisions Equip your team with actionable insights to refine messaging and overall positioning. ### The Gradient difference - **Define the decision** Before we even draft a questionnaire, we begin by identifying your critical positioning needs and objectives, and then we gather data that zeroes in on that specific decision. - **Design targeted research** We use advanced statistical tools, but we always remember the human side of research. We tailor surveys and experiments to extract only the insights critical to your decision, nothing more, nothing less. - **Analyze & interpret** Our team of **data scientists** and **PhD social researchers** immerse ourselves into the numbers. Beyond just the “what,” we pinpoint the “why” behind the brand equities that matter in your category, as well as how your brand performs relative to competitors. - **Activate insights** Finally, instead of broad reports, we provide clear recommendations empowering you to decide how to position your brand with confidence. ![gradient-metrics-illustraties-03](https://5936269.fs1.hubspotusercontent-na1.net/hub/5936269/hubfs/new_website/Imagery/gradient-metrics-illustraties-03.png?width=300&name=gradient-metrics-illustraties-03.png) ## Survey methodologies that drive results Brand Equity Analysis A comprehensive evaluation of which brand equities actually are valuable in your category. This analysis combines consumer surveys and statistical modeling to: - Understand the “behind-the-scenes” factors that drive brand choice. - Benchmark your brand’s performance against competitors in your space. - Inform which equities your brand should invest in.    Brand Health Tracking Continuously monitor the pulse of your brand using regular measurements of core brand health indicators. This ongoing analysis helps you: - Track key funnel metrics and monitor shifts in consumer perceptions over time. - Detect early signs of decline or opportunities for enhancement. - Evaluate how specific initiatives influence overall brand health and equity performance.   Competitive Positioning Analysis Gain a clear view of how your brand stacks up against the competition by mapping out key metrics and consumer perceptions. This landscape analysis enables you to: - Understand where you excel and where there is room for improvement. - Discover unique positioning angles that set you apart. - Align your messaging and initiatives with market realities to capture more share.   CASE STUDIES ## Success stories at a glance See how we helped brands clarify their unique space, adjust their strategy, and secure a competitive edge. [![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/Case%20Studies/reformation_ad2.webp?width=300&name=reformation_ad2.webp) Read more Reformation Audience Research How Gradient uncovered the **mindsets **and **preferences **of Reformation’s customer segments, along with identifying their total addressable market. Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/reformation)[![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/Case%20Studies/Morning%20Brew/morning_brew.png?width=300&name=morning_brew.png) Read more Morning Brew Segmentation Research A quantitative investigation of Americans’ mindsets toward **personal finance** and **investing** Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/morning-brew)[![](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/Case%20Studies/Oatly/oatly.jpg?width=300&name=oatly.jpg) Read more Unraveling the Oatly BrandOatly's initiative with Gradient aimed to uncover the brand attributes that justify Oatly's premium pricing and drive sales funnel conversion. Read more ](https://www-gradientmetrics-com.sandbox.hs-sites.com/case-study/oatly)[![](https://5936269.fs1.hubspotusercontent-na1.net/hub/5936269/hubfs/chrome_lKRyfv8l2R.png?width=300&name=chrome_lKRyfv8l2R.png) Read more Morning Brew State of InvestingIs the American Dream still alive, or just living on credit? Dive into our latest survey with Morning Brew to uncover how Americans really feel about wealth, investing, and who they trust with their money.Read more ](https://morningbrewinc.com/insights/report-the-state-of-investing) ## Trusted by leading organizations ![Reformation](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/reformation.png?width=300&name=reformation.png) ![Jonathan Adler](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/jonathan-adler.png?width=300&name=jonathan-adler.png) ![Bacardi](https://www.gradientmetrics.com/hubfs/Landing%20Page/bacardi-limited-seeklogo.com.svg) ![Amy Myers MD](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/amymyersmd.png?width=300&name=amymyersmd.png) ![Brooks](https://www.gradientmetrics.com/hubfs/Client%20Logos/brooks.svg) ![Cowbell](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Cowbell.png?width=300&name=Cowbell.png) ![Estée Lauder](https://www.gradientmetrics.com/hubfs/Landing%20Page/estee-lauder.svg) ![FitXR](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/fitxr.png?width=300&name=fitxr.png) ![Framebridge](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/framebridge.png?width=300&name=framebridge.png) ![Godiva](https://www.gradientmetrics.com/hubfs/Landing%20Page/godiva.svg) ![Harry's](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/harrys.png?width=300&name=harrys.png) ![Lumin](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/Lumin.png?width=300&name=Lumin.png) ![Stitch Fix](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/stitch_fix.png?width=300&name=stitch_fix.png) ![MasterClass](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/master_class.jpg?width=300&name=master_class.jpg) ![Orthofeet](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/orthofeet.jpg?width=300&name=orthofeet.jpg) ![Nike](https://www.gradientmetrics.com/hubfs/Client%20Logos/nike.svg) ![Morning Brew](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/morning-brew.png?width=300&name=morning-brew.png) ![HelloFresh](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/HelloFresh.png?width=300&name=HelloFresh.png) ![Oatly](https://www.gradientmetrics.com/hs-fs/hubfs/Client%20Logos/oatly.png?width=300&name=oatly.png) ![strategy](https://www.gradientmetrics.com/hs-fs/hubfs/new_website/photography/strategy.jpg?width=300&name=strategy.jpg) ### Ready to position your brand for lasting success? [Let's Chat](https://www.gradientmetrics.com/free-expert-consultation) ```json { "@context" : "https://schema.org", "@type" : "Organization", "address" : { "@type" : "PostalAddress", "addressCountry" : "", "addressLocality" : "Brooklyn", "addressRegion" : "New York", "postalCode" : "NY 11249", "streetAddress" : "325 Kent Avenue" }, "knowsLanguage" : "en", "logo" : { "@type" : "ImageObject", "url" : "https://www.gradientmetrics.com/hubfs/branding/default/gradient_default_black.png" }, "name" : "Gradient Metrics", "url" : "https://www.gradientmetrics.com/brands/brand-positioning" } ```