This paper introduces the reader to productmarket maps and sho ws how they can be used to explain and predict brand preference and, ultimately, brand choice. It then considers why it might be desirable to estimate product-market maps from consumer preferences for existing brands. A model for accomplishing this is described and its utility explored using the data analyzed by Wittenschlaeger and Fiedler, whose paper also appears in this volume. A product-market map is fit to pairwise preferences for existing brands obtained from users of air traffic management systems. An additional analysis of brand perceptions assists in interpretation and verification of the map.