We now assume that the coordinates where the product should be positioned are known. The next step is to find the physical characteristics that correspond to the desired position on the map. Several solutions are available.
The easiest solution is to find a brand that is located at a position close to the desired one, and to look at its characteristics in the chart in Figure 11. If such a brand exists, then all you have to do is copy the level of this brand along the desired attributes. This analysis may be done attribute by attribute, looking at different brands. You may copy the processing power of brand A because it is very well positioned on the map along the Power axis, and copy the Battery Life of brand B.
If no such brands exist, then you will have to interpolate, using the best positioned brands on the market. The interpolation may be done using the semantic scales data or the multidimensional scaling ones.