Furthermore, firms can use competitive positioning maps to predict the strategic intent (Hamel & Prahalad, 2005) of rivals and to explore ways to outmaneuver them (D'Aveni, 2007). Perceptual Map Template . Tesla competitive advantage (2020) : Why Tesla and Apple are so very similar - Duration: 11:54. Using Brand Positioning & Perceptual Maps for Competitive Advantage. Positioning maps show where existing products and services are positioned in the market so that the firm can decide where they would like to place (position) their product. If you would like to download a free Excel spreadsheet that will enable you to quickly and easily create your own perceptual maps, then visit www.perceptualmaps.com 365 Careers Recommended for you Market Positioning refers to the ability to influence consumer perception Competitive Advantage A competitive advantage is an attribute that enables a company to outperform its competitors. What is Market Positioning? Product positioning maps help you achieve the same goal as road maps: to reach a desired location. The section below highlights how you can construct a perceptual (or a positioning map). However, if you are new to perceptual maps, you may need to review what is a perceptual map first.. A brand’s positioning is the set of perceptions, ideas and feelings that consumers have for the product compared with competing products. The template uses a traditional two-axis perceptual map that is usually taught to marketing undergraduate students. Perceptual maps are designed to show the perceived positioning of brands in the marketplace. Using Excel to create these maps saves you time and eliminates the need to purchase expensive graphics software or hire a designer. In these lessons, we'll explore firms' competitive positioning relative to rivals and analyze the advantages and disadvantages of four generic competitive positions firms occupy. Competitive advantages allow a company to achieve regarding a brand or product relative to competitors. The most common format for a perceptual map template is a two-dimensional chart where the horizontal and vertical axes represent different attributes that you rate on a scale e.g., Low to High.The map is straightforward and simple to construct and interpret. In business terms, a product positioning map helps to define your firm's niche relative to your competitors. How to construct a perceptual map. Overall consumer, or market segment, perceptions are shown for competing brands.