As a tool of positioning strategy, perceptual maps illustrate two basic issues. First, they indicate products/brands that are similar in terms of relative mental position. Second, they illustrate:
a.
which brands occupy the same relative space.
b.
how competing brands imitate one another.
c.
voids in the current mindscape for a product category.
d.
how long a brand has held its relative mental image.
e.
how much longer a brand is likely to hold its relative mental image.
Answer: c.
voids in the current mindscape for a product category.
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