Francis Kelly and Barry Silverstein define a ________ as one that stands out,not just in its own product category but from all other brands,and that achieves significant results in the marketplace.
A) point-of-difference
B) breakaway brand
C) point-of-parity
D) negatively correlated brand attribute
E) fragmented market

Question

Quizplus · Accepted Answer

The definition given by Kelly and Silverstein describes a breakaway brand, which sets itself apart from other brands in all categories and achieves significant success in the marketplace. A point-of-difference is a unique attribute or benefit that sets a brand apart from its competitors within its own product category. A point-of-parity is a similarity shared by competing brands within a product category. A negatively correlated brand attribute is one that is associated with negative emotions or perceptions. A fragmented market is one in which there are many small competitors, without any one dominant player.

Francis Kelly and Barry Silverstein Define a ________ as One