Campbell's slogan "soup is good food" is an example of ________.
A) premier position
B) positioning against competition
C) umbrella positioning
D) key attribute positioning
E) un-owned perception positioning

Question

Quizplus · Accepted Answer

Campbell's slogan "soup is good food" is an example of umbrella positioning because it broadly promotes the category of soup as being beneficial or desirable, without focusing on a specific attribute, competitor, or unique quality of Campbell's soup itself. Umbrella positioning aims to elevate the perception of the entire product category.

Campbell's Slogan "Soup Is Good Food" Is an Example of ________