A Perceptual Map

Introduction

A perceptual map is one of the strongest visual presentations of the market scenario to support a brand positioning strategy. This  visualization method is designed to show how the average target audience identifies the positioning of the competing products in the marketplace. So we can say, it is a graphical diagram that shows the consumer’s perceptions and understanding. Here, the word ‘perceptual’ actually means the consumers’ understanding of the competing products and their related attributes.

The mostly preferred way of presenting a perceptual map is by using two-dimensional attributes as the X axes and the Y axes in a graph, though there are also some other formats which  can be used too.

Most definitions are fairly consistent in their description of perceptual maps, as follows:

In Collins English Dictionary (2012) they said that,

        "the use of a graph or map in the development of a new product, in which the proximity         of consumers' images of the new product to those of an ideal product provide an         indication of the new product's likely success "

Perceptual mapping helps to converse the relationship between competitors and the requirements of the consumers to buy the product. Perceptual maps, being simple graphic diagrams, can make the path smooth towards strategic decision making.

There are many statistical and mathematical techniques used to design perceptual maps, among them using multi-dimensional scales is the most popular method.

For example if we make a positioning map for the car brand Toyota that will show Toyota's relation with other car brands of the same market. Here, using the two dimensions of Expense and Passengers Safety Facilities we project the position of Toyota and other brands in the market.  

We are going to use the following information (as like survey result) to make the Perceptual map:

Perceptual map showing the position of Toyota car in relation to other car brands. Here, a brand perceptual map can be designed by using the idea of perceptual distance to show the similarity or dissimilarity between several brands of car alternatives as perceived by consumers

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Graph: Perceptual map of Car Market

Creating a competitive advantage

After this analysis brand position should find out their competitive advantage in the market. The main concept is that the position should identify a point of superiority which is a part of their value proposition. The point of superiority should communicate with customers and be differentiating-that is, characterize something different from what other competitors provide.

A major position objective is to find out a point of advantage that resonates with the customer because of a convincing value proposition or because of a significant brand-customer relationship. If the point of competitive advantage is not appropiate, unpersuasive, or inconsequential, the result will be a weak, vulnerable brand.

Strategists should look for a position that will communicate with the customers very effectively not only now but for a long time in the future. A brand strategy will need large investments, but the return on these will be limited if the position is short term. On the other hand, there are huge payoffs to have a steady plan over time. So one goal for creating brand identity and position that might have the potential to endure.

The brand position also needs to provide a point of difference with scope of aggressive offerings. There are a number of ways to differentiate. The brand can position itself in opposition to a competitor's functional benefit by offering a lower price, or it can declare to provide a different functional benefit. On the other hand, a position can be based on something other than a functional benefit-an emotional benefit can be offered too, like-  an managerial attribute, a brand personality, a corporate environment, or a customer relationship. Creating a brand personality often provides a type to competitive attitude.