Industry Data & Market Research

Strategic Planning with the Perceptual Mapping - Brand Marketing Framework

Perceptual Mapping - Brand Marketing is a technique that enables better strategic planning in business.

Perceptual Mapping is a method to visually display how different companies and products are perceived regarding critical dimension (e.g., strength or appeal). While there may be many dimensions represented, they are usually grouped into two major categories to improve visualization. Factor analysis is a statistical technique that can take many dimensions and reduce them to fewer.

Strategic Planning Perceptual mapping It is generally better strategy to have a leadership position in at least one of the dimensions. This indicates that the brand is recognized for a particular kind of value and customers seeking that dimension will prefer it to the competition.

The perceptual map can identify the kinds of customers to target, marketing messages that will be best received, and the products and markets that will best fit with existing perceptions.

Other Strategic Planning Frameworks

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