NEVER Use Price and Quality on Any Perceptual Map
Not all perceptual maps are valuable and some can be downright dangerous. In this article I will explore why the common price/quality perceptual map should NEVER be used by any marketer.
Perception is Reality
When it comes to perceptual maps, it is important that we map perceptions – not reality. In this article, we will discuss the difference and why it’s important in understanding the marketplace and consumers.
Five Ways to Reposition a Brand
There are times when a brand’s positioning must be altered for various reasons, and this is where repositioning comes in.
In this article, we will examine the five ways repositioning can occur and how it affects the market perception of a brand.
What is Over-Positioning in Marketing?
Over-positioning occurs when we drill down and focus upon a very small market and/or where key benefit (or combination of benefits) that we have chosen to position on are too precise and narrow. In this article, find out what over-positioning is, how to identify it and how to avoid it.
Overview of Perceptual Maps
A perceptual map is a visual technique used by marketers to help understand how consumers perceive competing brands within a marketplace. They are called perceptual maps because it maps the “perception” of consumers and how they understand the positioning of competing brands.
Difference between a Perceptual Map and a Positioning Map
Perceptual maps and positioning maps are interrelated concepts and the terms are sometimes used interchangeably. But there are key differences between them, which means that they should be used and interpreted differently.
What is Under Positioning in Marketing?
Under-positioning is when consumers have a vague understanding of the key benefits of your brand. Find out how to identify and how to fix it.
What is a Determinant Attribute?
A determinate attribute is what consumers use when making a purchase decision in the market. And find out why it is SO important and is the ideal input into a perceptual map.
The Perceptual Process
As you can guess by the terms, there is a overlap between the perceptual process and perceptual maps – find out how they work together. Includes a summary video.
Creating Joint Space Maps
When BOTH perceived positioning of different brands and the preferred/ideal positioning is shown on the SAME map, then this is known as a Joint Space Map.