S5: Position

Question 1

What is a Perceptual Map?

Answer 1

Picture of how customers perceive brands

Based on important attribute ratings

Helpful for generating positioning statements

Need different maps for different market segments

Question 2

What is a positioning statement?

Answer 2

A specific intended brand meaning, including target, frame of reference, point of difference, and reason to believe

Question 3

What is a Snake Plot?

Answer 3

A tool that compares 2-3 brands on a number of attributes

Question 4

What is a Joint-Space Map?

Answer 4

Adds customer preferences to brand perceptions

Can be used to determine which positions are valued by customers

Determine unsatisfied market opportunities, whether to re-position, and in which direction