The Challenge: Understanding Market Position Without External Signals
Brabantia operates in highly competitive homeware categories where market position can
shift quickly across countries and product categories. For years, the company relied on a
combination of GfK sales data and share-of-search insights to understand how its brand
compared to competitors.
Over time, this approach no longer provided sufficient visibility. The tools in use did not
dynamically reflect Brabantia’s current market position or clearly show how it was evolving
over time. While they offered periodic snapshots, they lacked continuity, context and a real-
time view of competitive movements, making it harder to respond quickly to change.
As a result, Brabantia lacked a clear, ongoing view of its market position:
- How strong the brand was relative to competitors
- Whether brand attention was rising or declining
- How market position differed per category and country
- How private label affected competitive standing
- How brand awareness related to market attention
Internal sales data reflected performance, but not market position.
Without an outside-in perspective, Brabantia lacked a true understanding of its competitive
position.
The Shift: From Internal Blind Spots to Real-Time Competitive Awareness
using orientation share as an indicator of market share, Trendata enabled the team to
continuously monitor brand attention across categories and countries.
What had previously been limited to static, one-off reports evolved into a dynamic and far
more in-depth view of how Brabantia’s market position changes over time, always in relation
to competitors. Teams could not only see whether brand momentum was strengthening or
weakening, but also understand why those shifts were happening. Trendata revealed which
competitors were gaining or losing attention, how private label pressure differed by category,
how market position varied across countries, and how brand attention related to brand
awareness.
This deeper level of insight moved competitive understanding beyond surface-level tracking
Competitive intelligence became measurable, trackable and central to strategic discussions.
The Insight: Competition Doesn’t Move the Same Everywhere
Trendata revealed that market position is never fixed, and never global.
Brabantia’s position differed by category and by country. In some markets the brand gained
attention, while in others competitors accelerated faster. These patterns showed how
Brabantia is positioned in the market at any given moment, and how that position is shifting.
Understanding this nuance changed how Brabantia approached both brand decisions and
commercial strategy.
The Impact: Sharper Positioning, Stronger Arguments, Better Strategic Focus
With real-time competitive and brand movement data, Brabantia made stronger, more
confident decisions.
Trendata helped the company:
- Refine brand positioning based on market reality
- Anticipate competitive threats earlier
- Strengthen retail conversations with evidence of brand performance
- Understand where private label posed real pressure
- Focus marketing on categories where Brabantia was gaining ground
- Identify markets where brand decline required action
- Bring product, marketing and sales into alignment around brand health
Market position data became a leading indicator for strategic moves, instead of guessing
where competitors stood.
The Transformation: From Guessing Competition to Leading With Competitive Intelligence
Today, Trendata acts as Brabantia’s market position radar, a single, trusted source that
shows how the brand stands within each category and market.
Instead of relying on fragmented or outdated data, Brabantia now uses one consistent
outside-in signal to understand, monitor and manage its market position over time.
This shift enables Brabantia to move from reactive analysis to proactive market positioning,
grounded in real consumer attention and competitive dynamics.
