Recommended deadline: October 23 Final Deadline: October 26 Brand Positioning Data: brandratings.csv , read section 8.1 pages 193 and 194 for a data description. Table 8.1 is presented below. Code: BrandPositioningAssignment. R Table 8.1 Adjectiv g data and examples of survey text that might be used to collect rating data Perceptual adjective (column n Example survey text Perform Brand has strong performance Brand is a leader in the field Brand has the latest products Brand is fun Brand is serious Brand products are a bargain Brand products are a good value Brand is trendy would buy from Brand again Part 1: Perceptual Mapping using Principal Component Analysis 1. How many principal components are appropriate to choose for the perceptual mapping of this dataset. (3 points) Explain how you choose the number. (7 points) (10 points) 2. According to this map, how do people perceive these brands. (20 points) 3. What would you name the two components? (10 points) Hint: there are two groups of three attributes relatively packed in direction of each component. 4. Assume your group is managing brand 'e'. Is brand 'e' well-positioned to be successful? (5 points) Three candidate new positions for 'e' are suggested in the code. Describe each position (5 points each, 15 points total), select one and briefly describe the marketing program you would use to reposition the brand into the target position. (10 points) (30 points)