BP: brand positioning

Brand maps are a great way to visually see how you are positioned.  In this example, we use the same data as in the Strengths/Weaknesses example, but use multi-variate analysis to display the data as a map.  It confirms what we saw in the Strengths/Weaknesses example, but it is perhaps more visually effective.  As we can see, Brand 1  has a strong association with the taste/quality attributes but a low association with most of the health-related attributes. 

Click here to open map as pdf in new window.

Note: In above map, small distances between a brand and an attribute indicate high association, while large distances indicate low association.