Building a brand

Organizational image and positioning: A method for audit

By 20/08/2014

This blog is part of a showcase of exhibits from Latin American think tanks participating in the Think Tank Initiative’s Policy Engagement and Communications (PEC) programme. You may view other entries on the Latin America PEC Showcase Overview Page. 

The inputs presented below detail a methodology for carrying out an organizational image and positioning audit.  Positioning studies emerged in the private sector, following the analysis of competition for products and companies, in order to differentiate themselves in the minds of the consumer and therefore, influence the purchase decision-making process.

Although think tanks don’t operate or have the same needs as private companies, there is competition between different institutions and organizations to provide research inputs for the policy process. Although this depends largely on the quality of the product, there are many perception factors that influence research usage, ownership and sharing.

In addition to the methodology, research tools are included as resources for qualitative and quantitative research design in order to carry out a baseline survey and in-depth interviews.

This methodology was developed by a PEC programme facilitator, Yolanda Talavera program who provided input for the following think tanks:

This methodology was adapted according to the attributes each think tank wanted to measure as well as their preferred research methodologies.

Read this post in Spanish

Showcase exhibit #1: View Yolanda Talavera’s Organisational Image and Positioning Audit Methodology (Spanish only)



Showcase exhibit #2: View Yolanda Talavera’s Presentation on Organisational Image and Positioning Audit Methodology (Spanish only)


This post has been produced as part of the Think Tank Initiative’s Policy Engagement and Communications (PEC) programme. However,  these are the author’s personal opinions and do not necessarily reflect those of TTI. You can find all ongoing outputs related to this project via the PEC mini-site on Research to Action. To get updates from the PEC programme and be part of the discussion sign-up to our RSS or email updates. You can also follow our progress via Twitter using the following hashtag #ttipec.

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