Rather than outlining specific attributes or benefits,some marketing experts describe
positioning a brand as telling a narrative or story
Correct Answer:
Verified
Q82: A good positioning should contain points-of-difference and
Q83: Brand mantras must communicate both what a
Q89: Brands are never affiliated with categories in
Q89: The purpose of brand mantras is to
Q92: Consumers should understand what the brand stands
Q93: Brand mantras are typically designed to capture
Q111: The product descriptor that follows the brand
Q121: Cultural branding is essential for small firms,
Q122: A leverageable advantage is one that a
Q125: Narrative branding is based on deep metaphors
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