The brand or brand item's short-form positioning statement for a given campaign is based only on the T-C-B positioning model.

Question

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The T-C-B (Target-Circumstance-Benefit) positioning model is commonly used to develop a short-form positioning statement for a brand or brand item in a given campaign. This model focuses on identifying the target audience, the unique circumstances in which they would use the product, and the primary benefit they would gain from using it. Therefore, the short-form positioning statement for the campaign is based on the T-C-B model.

The Brand or Brand Item's Short-Form Positioning Statement for a Given