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Using Perceptual Maps To Strengthen A Product’s Market Positioning

September 1, 2009: 02:12 AM EST
A consumer’s perception of how a company’s brand stands in relation to others in a market category is critically important to planning brand strategy. To help them analyze brand positioning, marketers often use “perceptual maps” that plot the perceived importance and strength of a brand’s benefits – e.g., attractive price, high comfort, prestige, etc. – relative to the competition’s. Perceptual maps help identify a brand’s competitive advantages and market opportunities. And they provide some guidance on how to fix positioning problems to better compete in the marketplace.
"Brand Positioning and Perceptual Maps", Branding Strategy Insider, September 01, 2009, © The Blake Project
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