Positioning Analysis: Perceptual Map

For the perceptual map, let's consider "Price" and "Brand Image" as the chosen variables.

The X$-$axis represents Price $($Affordable to Premium$),$ and the Y$-$axis represents Brand Image $($Athletic$/$Performance to Lifestyle$/$Fashion$).$

Rationale for Axis Variables:

Price: Reflects the affordability aspect, an important factor influencing purchase decisions.

Brand Image: Represents how brands position themselves, whether they focus more on performance$/$athleticism or lifestyle$/$fashion$.$

Placing the brands on the map according to these variables would provide insights into how they position themselves relative to each other in terms of price and brand image. This would help visualize the market landscape and understand consumer perceptions of these brands.

Creating a perceptual map for these brands would involve plotting their positions based on their perceived price range and their positioning between athletic$/$performance$-$driven products and lifestyle$/$fashion$-$oriented products. However, it's important to note that the exact positioning may vary based on consumer perceptions and market trends.

Understanding the target markets and positioning of these brands requires ongoing market research, considering changing consumer preferences, and adapting marketing strategies accordingly.