A
positioning analysis is a process that uses simple statistics, data, and modeling based on a
brand's benefits in order to determine how the consumer market perceives that brand. The
ultimate goal is to identify those specific, discerning customers that the brand wants to
attractalso called the target market and ensure that it is delivering on the needs of that
market. It's also meant to demonstrate ways in which the brand is different from competitors and
whether outside perception is aligning internally with the company's marketing goals.
Marketing managers want to use every tool in their arsenal to determine whether a
brand's intended customers are receptive to the brand image. The positioning analysis gives the
marketing manager insight through a process called "perceptual mapping." This process
involves communicating several things to brand decision-makers through the use of charts, graphs
and other visual aids, specifically including what the target market is looking
for,...
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