Marketing / Free editable template

Positioning map (perceptual map) template

A positioning map, also called a perceptual map, plots how customers see competing brands on two attributes that matter to them. This example places five coffee subscription brands on price and choice, sizes each circle by rough share, and marks the gap a new brand could own at a mid-market price.

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Positioning map (perceptual map) example showing two-axis map with labelled quadrants, competitor circles sized by share, notes on evidence and the message to test
Everything in this example is editable. Replace the labels, move the shapes and adapt the layout to your work.

How to use this template

  1. Pick axes customers use

    Choose two attributes buyers mention when they compare options, not internal features. If customers never talk about an axis, the gaps it reveals will not mean much to them.

  2. Place brands from evidence

    Use interviews, reviews and pricing pages to position each competitor, and note your sources beside the map. Positions based on your own opinion tend to flatter your brand.

  3. Test the gap

    An empty space is only useful if customers want it. Write the message you would use to claim it, then test that message before you change the product or price.

Questions about this template

Can I change the axes from price and choice?

Yes. Relabel both axes and the quadrants with the two factors buyers in your market care about, then move the competitor circles to match.

Do I need an account to use it?

No. Open the template and edit it in your browser. Your work saves on this device. An account is optional if you want to sync your workspace.

Can I export the finished diagram?

Yes. Use Export in the editor to save a PNG, SVG or PDF, or download an editable .epicdraw backup.

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