Marketers must decide at which level to anchor the brand's points-of-differences. At the lowest level are ________. For example, Dove soap can talk about the fact that it is one-quarter cleansing cream.
A) brand partitions
B) brand attributes
C) brand benefits
D) brand specifications
E) brand values

Question

Quizplus · Accepted Answer

Brand attributes refer to the physical, functional, and emotional characteristics of a brand. The example given of Dove soap being one-quarter cleansing cream is a brand attribute.

Marketers Must Decide at Which Level to Anchor the Brand's