APPLYING PERCEPTUAL MAPPING METHOD FOR SUCCESSFUL POSITIONING STRATEGY

The paper discusses the theoretical grounds of perceptual mapping and its importance in branding. The paper explains the use of perceptual maps and demonstrates how the collected data can be transferred into visual maps. Simultaneously, it examines various methods of perceptual mapping, and illustrates advantages and disadvantages of different mapping techniques. The paper seeks to make recommendations for business about the benefits in using perceptual mapping in their brand and product positioning strategies. Perceptual mapping method as a powerful tool in marketing research is also useful for service companies.