Fishbein's multiattribute model is a popular model for benefit positioning but it is much too complicated for managers to use.
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Q10: The brand or brand item's short-form positioning
Q11: Brand positioning, or "branding," aims to create
Q12: Brand architecture includes sub-brands that can be
Q13: Category positioning really means category need positioning.
Q14: Stakeholder customer types include suppliers, distributors, investors,
Q15: The manager must identify a key benefit
Q17: The innovation strategy means that you have
Q18: The strategic options for the benefit strategy
Q19: In the a-b-e benefit claim structure model,
Q20: Integrated marketing communications means that the brand
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