{"id":7322,"date":"2023-12-17T11:03:08","date_gmt":"2023-12-17T10:03:08","guid":{"rendered":"https:\/\/www.mickyweis.com\/positioneringskort\/"},"modified":"2025-07-19T09:56:12","modified_gmt":"2025-07-19T07:56:12","slug":"positioning-map","status":"publish","type":"post","link":"https:\/\/www.mickyweis.com\/en\/positioning-map\/","title":{"rendered":"Positioning maps: How to use it for marketing growth"},"content":{"rendered":"<p>What are positioning maps, and how can they be used in practice? Let&#8217;s dive into this in today\u2019s post!<\/p>\n<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 ez-toc-wrap-left counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Jump to section<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" aria-label=\"Toggle Table of Content\"><span class=\"ez-toc-js-icon-con\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #000000;color:#000000\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #000000;color:#000000\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/span><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/www.mickyweis.com\/en\/positioning-map\/#What_is_a_positioning_map\" >What is a positioning map?<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/www.mickyweis.com\/en\/positioning-map\/#How_positioning_maps_are_structured\" >How positioning maps are structured<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/www.mickyweis.com\/en\/positioning-map\/#Why_use_positioning_maps\" >Why use positioning maps?<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"What_is_a_positioning_map\"><\/span>What is a positioning map?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>All companies and brands hold a position in consumers\u2019 minds based on their identity and value.<\/p>\n<p>When consumers choose which company to approach for specific products or services, their decision is influenced by the position they associate with that company.<\/p>\n<p>However, consumers rarely consider only one company; instead, they subconsciously compare <strong>multiple brands<\/strong> and their individual values.<\/p>\n<p>In essence, positioning reflects a company\u2019s <strong>value and identity<\/strong> relative to competitors.<\/p>\n<p>Positioning maps can serve as a tool to analyze and evaluate where a company stands\u2014and where it aims to stand in the future\u2014in terms of identity and value in customers\u2019 perceptions.<\/p>\n<p>The goal of such an analysis is to craft the identity the company wants to project in consumers\u2019 minds.<\/p>\n<p>Achieving this can enhance the company\u2019s visibility and is crucial for developing marketing strategies that effectively target the desired audience.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/aida-model\/\">Interested in more analytics that contribute to more targeted marketing? Then read my post about the AIDA model here.<\/a><\/p>\n<h2><span class=\"ez-toc-section\" id=\"How_positioning_maps_are_structured\"><\/span>How positioning maps are structured<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Positioning maps are visualized as a classic coordinate system with an <strong>X-axis and Y-axis<\/strong>.<\/p>\n<p>The company has the flexibility to choose the elements represented on these axes.<\/p>\n<p>Commonly, elements like <strong>price and quality<\/strong> are used. This allows a company to evaluate its position relative to competitors on these parameters, such as price range and quality.<\/p>\n<p>When selecting parameters for the map, it\u2019s important to consider what differentiates the company and brand from others.<\/p>\n<p>Examples of additional parameters that could be used in a positioning map include:<\/p>\n<ul>\n<li><strong>Service level<\/strong> \u2013 Does the target audience perceive a high level of service?<\/li>\n<li><strong>Sustainability<\/strong> \u2013 Is the company\u2019s sustainability agenda aligned with the target audience\u2019s perceptions?<\/li>\n<li><strong>Demographics of the target audience<\/strong> \u2013 Does the company\u2019s <a href=\"https:\/\/www.mickyweis.com\/en\/market-segmentation\/\">segmentation<\/a> align with how the target audience views them?<\/li>\n<\/ul>\n<h2><span class=\"ez-toc-section\" id=\"Why_use_positioning_maps\"><\/span>Why use positioning maps?<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Firstly, analyzing a company\u2019s position in the market provides an opportunity to critically assess its identity and marketing strategies.<\/p>\n<p>Understanding how the target audience perceives the company can yield valuable insights, helping narrow marketing efforts to make them more relevant to consumers.<\/p>\n<p><a href=\"https:\/\/www.mickyweis.com\/en\/4ps-marketing-mix\/\">Among the most recognized analytical models for marketing is the 4 Ps. Read more about this in my post here.<\/a><\/p>\n<p>Positioning maps enable companies to evaluate both how their audience currently perceives them and how they wish to be perceived.<\/p>\n<p>Based on this, positioning maps can help businesses map their current position while identifying strategies for achieving their desired future positioning.<\/p>\n<p>Companies should ask themselves which parameters are most relevant and use these insights to craft the branding strategies that will shape the desired perception.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>What are positioning maps, and how can they be used in practice? Let&#8217;s dive into this in today\u2019s post! What is a positioning map? All [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":6212,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"categories":[108],"series":[],"class_list":["post-7322","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Positioning maps \u00bb A guide to analyzing brand identity and value<\/title>\n<meta name=\"description\" content=\"Learn what positioning maps are, how to use them to analyze your brand\u2019s market position, and how to craft targeted marketing strategies.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.mickyweis.com\/en\/positioning-map\/\" 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