Marketing & Finance

Brand Positioning Map

Plot your brand and competitors on two attributes that matter to customers and look for gaps in the market.

Time: 30 to 60 min
With: Marketing and strategy
You get: A map showing where you stand and where space is open

How to use this worksheet

Name the market and pick two attributes that matter to your customers and differ between brands (price and quality, traditional and modern).
Add your brand and the main competitors. Rate each from 1 to 10 on both axes, based on customer perception, not your own.
Look for empty areas with real demand and for clusters where you are not distinct.
Decide where you want to be and what would have to change in product and communication.

Market or category

Horizontal axis

Vertical axis

Brands

Rate each brand from 1 to 10 on both axes. Mark which one is yours.

Prompts

Ask yourself

How do customers (not you) rate these brands?
Is the empty space empty because there is no demand?

Positioning map

Before you finish

Axes reflect what customers use to choose.
Ratings come from customer perception or research.
You decided which gap, if any, to move into.

About perceptual maps

A perceptual map shows how customers see brands relative to each other on attributes that drive choice. It makes positioning visible: either you stand apart, or you sit in a crowd.

Empty space is not automatically an opportunity. Check whether enough customers want what that position offers.

Brands

Positioning map

About perceptual maps

Recommended reading