| Brand | Horizontal (0 to 100) | Vertical (0 to 100) |
|---|---|---|
What to do next
Show the working, step by step
Where I used this
Winning the mass-market entry segment with Galaxy J2 4G and J2 Core reached a run-rate of about 2,600 units a day.
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Choosing the axes
A positioning map is only as good as its axes. Pick two dimensions customers actually use to choose, ideally ones that are not strongly linked to each other (price and quality usually move together, so they make a weak map). Try several pairs; the one that separates competitors most clearly usually tells the best story.
- Place brands on customer perception, not on what the brands claim. Survey data or review mining beats internal opinion.
- White space needs demand. An empty corner can be empty for a reason.
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Questions
What is a perceptual or competitor positioning map?
A chart that places brands on two dimensions customers care about, showing where competitors cluster and where there may be space to stand out.
How do I choose the axes?
Use attributes customers use to choose between brands, and avoid two axes that always move together.
Where should the scores come from?
Ideally customer research. Without it, use a consistent team judgement and treat the map as a hypothesis to test.