Category Analysis Worksheet

Branding is a marketing technique that has been successfully used in the commercial sector for years to sell products and services.

In brand definition, the “category” is the range of options that the audience will compare against the new product/service/behavior. The category helps define what would substitute for the product/service/behavior being branded. The broader the category, the more options the audience will consider when evaluating whether or not to choose the branded behavior. The reason for defining the category is to determine the ‘competition’ for the branded product/service/behavior and how to differentiate your brand from that competition.

This worksheet helps the team analyze the category by offering a form to list benefits and barriers for the categories.

Last modified: March 25, 2019

Language: English