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One of the most effective tools for brand positioning is a brand positioning map (or perceptual map), which illustrates the relative position of two or more brands with respect to two attributes that are key to the success of those brands, such as price and quality, healthy and tasty, reliability and luxury, or customer experience and location.

Figure 3-2 shows a brand positioning map for various automobile manufacturers, showing their relative positions in terms of how consumers may perceive their price and reliability.

FIGURE 3-2: A brand positioning map.

To create a brand positioning map, take the following steps:

1 Choose two brand attributes that matter most to your brand in the competitive environment in which it exists (or will exist).

2 Draw a two-axis grid with an axis for each attribute, and label the extremes on each axis.You might label one end of the axis Expensive and the other end Inexpensive, for example.

3 Plot points for your brand and competing brands on the grid to show their positions with relation to the two attributes.

Repeat this exercise for several key attributes.

Consider plotting two points for your brand to show where it’s positioned now and where you’d like it to be positioned 6 or 12 months down the road. The space between the points will provide a general measure of how much progress you need to make and in which directions.