Ideal points on the perceptual map or on the semantic scales’ chart, reflects the needs of consumers, or the price that they are ready to pay to get a product that fits their needs. For a given brand and a given segment, the optimal position on the map is as close as possible to the ideal point of that segment. Indeed, we have explained in section II.1 why offering a level higher than the ideal one is not necessarily better.
However, there are several reasons why brands are not always ideally positioned: