Position Map

The image or perception of a product or brand in relation to other products or brands in the market is known as

• Branding

• Physical evidence

• Positioning

• Segmentation

The strategy that involves changing the perception of a product or brand relative to those offered by rival firms is known a

• Market mapping

• Perception mapping

• Positioning

• Repositioning

A products location on a position map is determined by

• Competitors

• Consumers

• Suppliers

• Producers

If Audi is perceived as being inferior to rivals BMW and Mercedes, then the firm needs to review its

• Corporate image

• Demographics

• Positioning

• Segmentation

A premium brand is perceived as one that offers

• High quality at a high price

• High quality at a low price

• Low quality at a high price

• Low quality at a low price

A cowboy brand is perceived as one that offers

• High quality at high price

• High quality at a low price

• Low quality at a high price

• Low quality at a low price

Positioning can be used for

• If reposition is needed

• Identify the niche potential

• Identify a potential gap

• Identify competitive advantage