What tool do marketers use to show consumer perceptions of their brands against competitors?

Marketers utilize perceptual positioning maps to visually represent the perceptions that consumers have of both their own brands and competitors. These maps help illustrate how consumers differentiate brands based on various attributes or qualities, such as price, quality, and features. By plotting brands on a two-dimensional graph with axes representing relevant dimensions (for example, high vs. low quality and high vs. low price), marketers can quickly identify gaps in the market, understand competitive positioning, and develop appropriate strategies to enhance their own brand's appeal.

In contrast, market analysis focuses on understanding market trends, sizes, and growth potential, but it does not specifically illustrate consumer perceptions. Value propositions outline the unique benefits that a product or service offers to customers but do not provide a comparative view against competitors. Similarly, target segment analysis identifies specific groups of consumers that a brand aims to reach, but it also lacks a comparative visual representation of brand perceptions. Therefore, perceptual positioning maps are the most effective tool for showcasing how consumers view brands in relation to one another.