Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.
A)brand equity
B)brand awareness
C)brand benefits
D)brand architecture
E)brand extensions

Question

Quizplus · Accepted Answer

Marketers typically focus on the brand benefits in choosing the points-of-parity and points-of-difference that make up their brand positioning. Points-of-difference are the attributes or benefits that consumers strongly associate with a brand, while points-of-parity are the associations that are not necessarily unique to the brand but are necessary for it to be considered a legitimate player in the category. By focusing on brand benefits, marketers can identify the unique attributes that set their brand apart from competitors and communicate those attributes to consumers.

Marketers Typically Focus on ________ in Choosing the Points-Of-Parity and Points-Of-Difference