This is a brand map I created for the brand Victoria's Secret. A brand map illustrates the range of positions that a product can take in a market, based on two dimensions that are important to customers e.g. low price and high price.

At the higher end of the map, with high price and high quality, I put Agent Provocateur and La Perla. Both of these brands are very expensive and luxurious. At the lower end of the map, with low price and low quality, I put fast fashion, high-street brands such as Primark and H&M. These brands are more focused on bringing out the latest trends in bulk at a low price, therefore compromising quality.

I placed Victoria's Secret on the high price side but at a lower quality. This is because many people believe Victoria's Secret is very overpriced for what it is. When you buy from Victoria's Secret, a lot of the money is paying for the name, rather than the item itself.