Unlike the perceptual map, product positioning using the consumer attitudes map gives much more structural elements, which, in a certain way 'sharpen' the picture, and generally gives more real and more meaningful perception of a product on the market. Until now, it has not been known in marketing theory and practice that consumer attitudes were used or tried to be used in product or service positioning on the market. Metrically, the attitude map is made of ten symmetrically positioned circles, which represent directions (positive, negative) of attitudes and attitude intensity. Circles marked from one to minus five represent negative; from one to five represent positive attitudes and the circle with mark with zero points to the absence of consumer attitudes. Fields of the circle are divided into three parts, which mark attitude components: cognitive, affective and conative. Inside them, associations or claims are added, which quantitatively reflect character and intensity of a related component.