The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.
A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, differentiability
E) differentiability, authenticity, desirability

Question

Quizplus · Accepted Answer

The three criteria that determine whether a brand association can truly function as a point-of-difference are desirability (consumers must find the brand association personally relevant and desirable), deliverability (the brand must be able to actually deliver on the promise of the association), and differentiability (the brand association must be unique and different from competitors). Option D includes all three of these criteria.

The Three Criteria That Determine Whether a Brand Association Can