The process of creating a perceptual map is relatively simple. Here is how you can start. First, identify the benefits that comprise your market from a customer's viewpoint. Then, get benefit-related ...

Brand Mapping is commonly used to visually convey the competitive data of brands across various areas. The information is usually collected using simple multicoded grid questions or semantic rating ...

Citations: Carpenter, Gregory. 1989. Perceptual Position and Competitive Brand Strategy in a Two-Dimensional, Two-Brand Market. Management Space. (9)1029-44.