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A perceptual map is a visual representation of a brand across two axes (each axis representing a brand attribute important to the consumers). This gives a view of the brands positioning vis a vis it's competitors for attributes being mapped. Periodic assessment of the brands position on a perceptual map is an effective tracker for the impact of campaigns. These maps help to identify gaps for new brand introduction.
Perceptual mapping / Market mapping is a diagrammatic technique used by asset marketers that attempts to visually display the perceptions of customers or potential customers. The positioning of a brand is influenced by customer perceptions rather than by those of businesses. For example, a business may feel it sells upmarket products of high quality, but if customers view the products as low quality, it is their views which will influence sales. Typically the position of a company’s product, product line, or brand is displayed relative to their competition.