A Statistical Approach to Brand Positioning

In this work, we discuss the concept of brand and, after a brief presentation of the origins of it and its relationship with trademarks and quality marks, we propose a new perceptual map to compare two similar brands. This perceptual map is inspired by a scheme used in quality control, specifically in the capability of a technological process evaluation problem. We advance also a proposal to use so-called "deprivation index" (belonging to Townsend) which may be considered as a fraction defective in judging the quality of a certain system. Relevant references related to these ideas are also given in the text.