Consider the perceptual map shown below. 
Which is the worst quadrant for a brand to be in?
Definitions:
Imaginary Outcome
An envisioned result or scenario that exists only in one's imagination or as a construct of thought.
Dependent Variable
The variable in an experiment that is measured and is expected to change in response to manipulations of the independent variable.
Independent Variable
In an experimental setting, the variable that is manipulated or changed to observe its effect on the dependent variable.
Non-Experimental Research
Studies where researchers observe phenomena without manipulating any variables, often used in social sciences.
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