04. What is a perceptual map, and how might a brand manager use one?

A perceptual map is a chart used by market researchers and businesses to depict and understand how target customers view and feel about a given brand or product.

Perceptual maps can also be referred to as product positioning maps.

A Perceptual Map (PERMAP) is a diagrammatic technique used by marketers to visualise (potential) customers’ perceptions and opinions about products, product lines or brands.