There are three main ways to convey a brand's category membership: announcing category benefits, ________, and relying on the product descriptor.
A) overt publicity
B) industry trade press
C) buzz marketing
D) comparing to exemplars
E) preference positions

Question

Quizplus · Accepted Answer

Comparing to exemplars involves positioning the brand against other products in the same category, highlighting its unique selling points and benefits. This helps to establish the brand's category membership and differentiate it from other products in the market. The other options, such as overt publicity, industry trade press, buzz marketing, and preference positions, may help to create awareness and generate interest around the brand, but they may not necessarily convey its category membership. Relying on the product descriptor can also be effective, but it may not always be sufficient to differentiate the brand from other products in the same category.

There Are Three Main Ways to Convey a Brand's Category