A perceptual map visually categorizes customers' perceptions of a company and its competitors based on different attributes, allowing companies to assess their positioning and differentiation in the market; it requires understanding customers' views of a brand and competition; and perceptual maps are useful for evaluating strengths/weaknesses, identifying competitive advantages and market opportunities, and informing positioning strategies over time.

1. Perceptual maps
A Perceptual Map is a graphic that categorizes customers’ (or
potential customers’) perceptions in a visual and understandable
way.
With a perceptual map companies can compare positioning and
differentiation in the market based on different sources or
attributes.
These types of graphics could be used to compare an overall
position or to do more detailed comparisons.
In order to create a perceptual map, you need to know what your
customers and potential customers think about your brand and the
competition.

2. Luxury image
MacBook Air VAIO
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Lenovo a
H s
i y
g Toshiba
t
h o
t
e
c
HP u
Dell s
h
Acer e
Eee - Asus
Portable computers
Affordable

3. Important
Airline A Vs. Airline B
Special deals Special deals
I feel safe I feel safe
B B
Space for carry ons Space for carry ons
r r
a a
Variety of routes
n n
d Variety of routes d
On time departures and arrivals
w
e s
a On time departures and arrivals Friendly flight attendants t
k Good in-flight movies r
n e
e Non-stop flights Good food n
s g
s Non-stop flights Adequate leg room h
Good food
Good in-flight service Good in-flight service
Unimportant

4. Perceptual Maps are useful for these key reasons:
1. Assessing strengths and weaknesses relative to competing
brands along certain criteria important to the customer.
2. Identification of competitive advantage for the brand
3. Identifying market opportunities
4. See how ideal points are moving as markets mature, and
therefore a brand might shift its positioning and / or
differentiation in order to retain or gain a competitive
advantage.

5. Group work
1. Choose a brand category
2. Draw a perceptual map to show the condition of the market
and the competitor’s positioning.
3. Draw a second perceptual map comparing two competing
brands (from the previous graphic)