Which of the following is a marketing management tool that shows how customers perceive proposed and/or present brands?
A. Market segmentation
B. Diversification
C. Market penetration
D. Brand equity
E. Positioning
Answer: (E) Positioning is giving a product a specific image that differentiates it from its competition and this is done to occupy a certain place in consumers' minds in relation to competing brands. The specific positioning tool that depicts consumers' perceptions of brands is called a perceptual map or product space. Hence, (E) is the right answer.