- Perceptual mapping plots the dimensions of the total product offering which are significant to the customer.
- The closer the positioning of two brands on the map, the more likely they are to compete.
- The closer the brand is to the ideal position, the more likely it is to be preferred.
- Gaps in the market can be identified that represent potential market niches.
This technique can be employed to identify consumers ideal brand profile and by comparing the actual position with the customer's ideal position, the marketer can gain some indication of how new products should be positioned or how existing products should be re-positioned. By plotting the average scores for each product in relation to each attribute a profile of what the customer seeks and what the
organisation offers can be compiled. Often there are numerous considerations making techniques, such as factor analysis which attempt to reduce and simplify the number of dimensions, a necessity in brand management.