What is a positioning map and how is it used?

A positioning map is a visual representation of how customers perceive different products or services. It is used to compare different products or services to one another in order to understand which product or service stands out among competitors, and how customers view each. It can be used to help brands determine the best way to communicate their value and differentiate themselves from other products or services on the market. Companies use this method to understand their customers more in-depth, helping them create more effective messaging and marketing campaigns.