Position maps of Marketing, also known as gap maps or perception maps, and the idea of positioning in general, could be regarded as metaphors in several ways.
First of all, whichever approach is used to create maps may cannot be 100% accurate, valid, relevant, or precise. The human perception of the world is dominated by knowledge claims that are mostly assumptions. In reality, peeling the surface of an orange cannot result in a flat surface. Likewise, the Earth, as a globe, cannot be ac...
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