Mental maps for consumers are generally used with existing brands to see what they associate the brand with, how they see it. One possible use could also be to serve as a guidance for advertising strategy. Marketing could decide what the target mental map is, and then the promotion can be adjusted to target those associations.
From class discussion: Setting the brand name rather than the product name's perception. For e.g. Heinz as a soup sounds right, but Heinz as a anti-freeze doesnt fit.
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