Perceptual maps show how customers perceive your brand relative to your competitors and what your direct competitors are. Learn how to create one. FREE Newsletter; ... If you start with many benefits, ...

First, take a look at the above example of a perceptual map, courtesy of Wikipedia. In this graph, we’re plotting perceptions of automobiles based on their affordability versus their styling.

Perceptual maps can also assist companies in better positioning their products in the market by assisting them in identifying the features that consumers value the most.