Brand Perceptual Mapping
A key step in brand positioning strategy is to determine how the brand is perceived relative to the existing competitive offerings in the marketplace. This analysis involves observing the position of competing products/services in a perceptual space that is designed to represent how consumers view a particular marketplace in general. This perceptual map makes it is possible to see at a glance:
• How a product relates to the competition
• Who the nearest competitors are (competitive sets)
• Which product/service attributes best describe each product
The perceptual positioning map is easily interpreted and conveys a significant amount of information. With such maps, marketers are able to see the perceived positions that each competitive offering occupies in the minds of customers or potential customers. An example of a hypothetical Brand Perceptual Map for a fast food restaurant is depicted below:
Exhibit A – Brand Perceptual Map for Fast Food Restaurant:
MWI can customize the map in a number of different ways, and can provide multiple maps if necessary, with map each depicting a different number or set of brands in the competitive space.
To learn more about MWI’S Brand Perceptual Mapping capabilities, click here to request more information.
