Perceptual Mapping for Verizon

Demonstrate your understanding of perceptual mapping by assessing the brand positioning of Verizon.

Part 1 (2 points): Brainstorm and select meaningful criteria to apply to the multi-dimensional grids on the X and Y axes of your perceptual map (see blank template above). Hint: by what characteristics would customers evaluate and choose a wireless network provider?

Positioning Characteristic - X Axis 1: ______________________

Positioning Characteristic - X Axis 2: ______________________

Positioning Characteristic - Y Axis 1: ______________________

Positioning Characteristic - Y Axis 2: ______________________

Part 2 (1 point): Based on your perceptual map criteria, imagine Verizon's position vs. other competitors in the wireless network provider category, then describe where you'd place Verizon on your perceptual map (e.g., "low on the bottom left quadrant"):

Part 3 (2 points): Describe your rationale (as a marketer and/or consumer) for why you placed Verizon where you did on the map: