A firm's positioning statement:
A) is invariably the same as the tag line on its promotional message.
B) is found in magazine print and TV ads for different products of the same brand.
C) is developed during the last stage of the creative development process.
D) is usually different from that of its promotional message.

Question

Quizplus · Accepted Answer

A firm's positioning statement is a brief statement that describes the unique value a company or brand offers to its customers. It is usually different from the tagline on its promotional message because a tagline is a catchy phrase that is meant to grab attention and can change over time, whereas a positioning statement represents the long-term direction and purpose of the brand. Magazine print and TV ads may use different taglines for different products, but they should all align with the overall brand's positioning statement. The positioning statement is usually developed in the early stages of the marketing strategy development, before the creative development process.

A Firm's Positioning Statement