The full positioning of a brand; that is, the full mix of benefits on which a brand is differentiated and positioned is known as its:
A) core benefits statement.
B) positioning statement.
C) value proposition.
D) advertising tag line.
E) positioning map.

Question

Quizplus · Accepted Answer

A brand's full mix of benefits on which it is differentiated and positioned is known as its value proposition. A core benefits statement is a subset of the value proposition and focuses on the primary benefits of the brand. A positioning statement is a concise expression of the brand's unique value and positioning in the market. An advertising tagline is a short, memorable phrase used in advertising to represent a brand. A positioning map is a tool used to visually display how consumers perceive competing brands in relation to each other based on their characteristics or attributes.

The Full Positioning of a Brand; That Is, the Full