The three key criteria that determine whether a brand association can truly function as a point-of-difference are ________.

Question

Quizplus · Accepted Answer

The criteria that determine whether a brand association can truly function as a point-of-difference are desirability, deliverability, and differentiability. The association must be desirable to consumers, meaning they believe it will fulfill their needs or wants. It must also be deliverable, meaning the brand can actually provide the promised benefit or attribute. Finally, the association must be differentiable, meaning it sets the brand apart from competitors and cannot be easily copied. Option E includes all three of these criteria, making it the best choice.

The Three Key Criteria That Determine Whether a Brand Association