Title Perceptual chart - guideline.pptx ✅

Case study: First Round
Slide # Market Structure Slide #7 in the case
Slide # Distance from the origin to the brand or attribute Brands furthest from the origin, particularly horizontally (east or west), are more distinct than brands nearer the middle of the map. Similarly for attributes. Relationships between brands and attributes The smaller the angle between a brand and an attribute the more that attribute applies to that brand. Brands 180 degrees apart have the opposite positioning to each other. Brands at right angles are simply different or uncorrelated. Attributes that are at right angles to a brand have no association with that brand. Guidelines to interpret the above chart