Brand Breakaway
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Questions and Answers

Which principle is breakaway positioning based on?

  • Perceptual orientation
  • Membership
  • Transformation (correct)
  • Leveraging

    • What is the purpose of foreign associations in breakaway branding?

  • To replace the product's actual category associations
  • To confuse users about the actual product category
  • To emphasize a product's Point of Difference (PoD) (correct)
  • To create new product categories

    • How is stretching of category boundaries achieved in breakaway positioning?

  • By leveraging the product's actual category associations
  • By confusing users about the actual product category
  • By creating new product categories
  • By discovering a new consumer perceptual orientation (correct)

    • What does the affiliated product category do in breakaway positioning?

    <p>Replaces some of the associations of the product's actual category</p> Signup and view all the answers

    What is the key requirement for breakaway positioning to be effective?

    <p>Users understanding the actual product category membership</p> Signup and view all the answers

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