Thank you for the opportunity to help you with your question!
most businesses use a perceptual map to have them have an understanding of what the customers think of their brands and those of their competitors,this shows them how they are competing with their competitors in the market.
it is usually a two-dimensional graph with a vertical axis and a horizontal axis .Each axis has a pair of opposite attributes at each end of the axis.
it helps a business a business identify new potential products,create an effective competitive strategy for the business,improve on communication and brand strategy with the aim of the business beating its competitors in the market.
Please let me know if you need any clarification. I'm always happy to answer your questions.