The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.
A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, and differentiability
E) differentiability, authenticity, desirability

Question

Quizplus · Accepted Answer

Desirability, deliverability, and differentiability are the three criteria that determine whether a brand association can truly function as a point-of-difference. Desirability means that the brand association must be attractive to the target market. Deliverability means that the brand must be able to consistently deliver on the promise of the association. Differentiability means that the brand association should be unique and distinctive, setting it apart from competitors.

The Three Criteria That Determine Whether a Brand Association Can