MINI-CASE Susan Is Working on the Advertising Plan for Her Company's

MINI-CASE
Susan is working on the advertising plan for her company's brand of shampoo named Silkience. She has conducted a SWOT analysis and learned that her company enjoyed a strong financial position and has good working relations with the resellers of their brands. The primary target customers for this brand are women between the ages of 35 and 50, and demographic analysis indicates that this age demographic will grow in double digits over the next 10 years. Silkience targets women who may be having concerns about graying hair, and it is a gentle shampoo that will not wash out color, especially semi-permanent color that women of this age tend to use. However, she also learned that the target customers do not perceive her company's brand of shampoo as a brand for them but rather for a younger consumer because their previous ads tended to use younger-looking models. There was also nothing in the previous advertising campaigns that really explained the benefits of their brand, such as suggesting that it was gentler for semi-permanent-colored hair.
-Refer to Mini-Case. Silkience really is different from other shampoos because it is so gentle that it does not fade semi-permanent hair color, allowing a woman to go for a longer period time before having to color her hair again. What does this product attribute represent?

A) opportunity
B) product differentiation
C) brand position
D) brand essence
E) brand imperative