Explain the purpose of a value map,providing details about how the map should be interpreted.

A manager would use a value map to track and manage the perceived value customers assign to a brand and the competitors' brands.The value map plots the product's selling price against its relative performance.Products that fall in the fair value zone of the map are perceived to have benefits that are equal to the product cost.Products that fall below the fair value zone of a value map are perceived to deliver greater benefits than the product cost.Products that fall above the fair value zone of a value map are perceived to deliver fewer benefits than the product cost.