Alter Ego

Perceptual Mapping Tool

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EXCEL
from the book...

The Fourth Stone’s Alter Ego

“Perceptual mapping is a technique used to show how customers perceive competing brands in the marketplace. It’s a simple yet powerful tool. 

Perceptual maps are two-dimension graphs in which you specify an attribute on the horizontal axis (x) and another attribute on the vertical axis (y). This forms a two-by-two grid. 

You then plot the brands on the grid by placing a circle on the spot along the two axis continuums in which each brand exists. This neatly packages brands into one of four quadrants.”

Use this bonus spreadsheet to automate the mapping.

chapter 10, page 49

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