Perceptual Positioning Maps
Definition
A visual tool that shows how your brand is perceived relative to competitors across appropriate chosen axes of value. These dimensions are typically attributes customers use to compare and choose between options, such as price, quality, innovation, or service. It maps perception, not intention, helping you see where your brand currently sits in the market.
Why it matters
There is often a gap between how a company wants to be positioned and how it is actually perceived. Perceptual maps expose that gap. They provide evidence to support positioning decisions and help identify overcrowded spaces, open territory, and competitive risks.
How it connects
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The framework
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Inputs & outputs
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Examples
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Common pitfalls
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Further reading
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