Brands that are close together on the positioning map are perceived as ______.

Brands that are positioned closely together on a positioning map are perceived as similar to one another. This is because a positioning map visually represents how consumers perceive the differences and similarities between brands based on specific attributes or dimensions, such as price, quality, features, or benefits. When two brands share similar attributes and occupy adjacent spaces on the map, consumers are likely to view them as offering comparable products or experiences.

The concept underlying this is rooted in competitive positioning. When brands cluster together, consumers might find it challenging to differentiate between them, leading to a perception that they serve a similar market need or niche. This can influence their purchasing decisions, often leading consumers to view these brands as alternatives to one another. In contrast, if brands are positioned far apart, they are seen as more distinct or unique, targeting different consumer segments or providing divergent value propositions.