Reference no: EM133155837

A perceptual map shows how consumers perceive brands relative to one another on key attributes. For example, this perceptual map shows that consumers classify car brands based on the appeal of the car (practical versus classy) and the design (conservative versus sporty).

Brands closer to one another are typically perceived as substitutes because they share similar perceptions on key attributes. For example, Toyota and Honda are both perceived as sporty and practical care and thus will appeal to anyone seeking those key attributes. Brands, might seek to differentiate themselves by repositioning (i.e., changing their perception on the 2 key attributes) to gain a competitive advantage. For example, Honda might seek to appeal to sports enthusiasts by making its designs seem even more sporty to move it away from Toyota further to the right.

Read the following article (Links to an external site.) and:

-Identify the two major factors that consumers use to differentiate between the different sneaker brand.

-Then place the brands mentioned in the article in the perceptual map. Which brands are considered competitors and which brand have a unique position? (explain)

-Which position should Reebok occupy?