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4

B r a nd Po s i t i on i ng

Na t i on a l

Non Ba n k

Ba n k

Cu r re n t & I de a l Po s i t i on i ng on Pe rc ep t u a l Map

L o c a l

A B

C

D

E

F

G

H

I

1

2

3

6

4 5

Compa r i ng Two Compe t i t o r Image P ro f i l e s on a S ema n t i c S c a l e

Safe

Secure

Reliable

Honest

Friendly

Helpful

Convenient

Trust

Fast

Strong

Modern

Expensive

Good quality

Good value

Sincere

Unsafe

Insecure

Unreliable

Dishonest

Unfriendly

Unhelpful

Inconvenient

Can’t trust

Slow

Weak

Out of date

Cheap

Poor quality

Poor value

Insincere

Company A

Company B