Cluny Brand Map

For every pair of brands, two models each score the relationship on five dimensions from 0 to 100, using only what they already know. Web search is switched off, because the point is to measure how the models themselves understand the brand landscape. Cluny blends those readings into a single figure for each pair.

• Customer overlap — 25%
• Positioning and price — 20%
• Aesthetic and cultural codes — 20%
• Category and use-case adjacency — 20%
• Distribution and retail adjacency — 15%

The five dimensions also split into two readings, each an unweighted average of its own dimensions, carried through the same blending so they sit on the same 0–100 scale:

• Market proximity — positioning and price, category and use-case adjacency, distribution and retail adjacency
• Brand affinity — customer overlap, aesthetic and cultural codes

Two brands can sit close on one and far apart on the other — sharing a customer and a cultural register while competing in different aisles, tiers or channels.