One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are
A) neither positive nor negatively correlated.
B) inversely correlated.
C) unable to be correlated.
D) positive correlated.
E) negatively correlated.

Question

Quizplus · Accepted Answer

The correct answer is E because points-of-parity and points-of-difference are often negatively correlated, meaning that as one attribute increases in importance, the other attribute decreases in importance. This makes it difficult to find a balance between the two and create a strong, competitive brand positioning.

One Common Difficulty in Creating a Strong, Competitive Brand Positioning