Benchmark of the 10 brand components of Smirnoff and its key Competiitors

Here is a diagram about the 10 brand components for Smirnoff but also for three main competitors:
Absolut Vodka
Eristoff
Sobieski

Absolut is the best one and win a lot of shares in consumers' minds but also in term of sales since its re-buying in 2008 by Pernod-Ricard.
Eristoff is novative and trendy, it has a problem to clearly target young people. The main message is, the strong experience and also the wild side of this brand of vodka ("the vodka that comes from the wolves' country").
Unfortunately, Sobiesky has a lack of visibility for young customers. It is not a reflex brand. When they think vodka, they do not think about Sobieski. Though, it has strong references and good global results. It is the 7th vodka brand in the world and it won the Beverage Tasting Institute prize  in 2007 in vodka category. But it is a young brand in France (2006) compared to Smirnoff, Eristoff or Absolut. But in few years, it could be a good competitor.

References
http://www.smirnoff.com/en-us/
www.vodkasobieski.com/
www.eristoff.com/index.php
www.eristoff-black.fr/
www.absolut.com/fr

So, for more details, you can see the diagram. We used different colours:

Smirnoff

Absolut

Eristoff

Sobieski