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.

Easy to use

High tech

Luxury image

Affordable

Portable computers

MacBook Air

Eee - Asus

Acer

Toshiba

VAIO

Dell

Lenovo

HP

Brand strengh

Brand weakness

Important

On time departures and arrivals

On time departures and arrivals

Non-stop flights

Non-stop flights

Unimportant

Friendly flight attendants

Adequate leg room

Good in-flight serviceGood in-flight service

Good food

Good food

Special deals Special deals

Space for carry ons Space for carry ons

Variety of routes

Variety of routes

I feel safeI feel safe

Good in-flight movies

Airline A Vs. Airline B

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.

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)