A positioning map is a visual representation of the competitive landscape in a particular market, showcasing the relative positions of different brands or products based on their unique attributes or characteristics. It allows businesses to identify their position in relation to their competitors and helps them make strategic decisions to differentiate themselves and stand out in the market. By plotting key factors such as price, quality, and target audience, a positioning map provides a clear understanding of where a brand stands in the minds of consumers and how it can effectively position itself to gain a competitive advantage.