Questions and Answers
What should effective positioning statements reflect?
The brand's competitive advantage
What are brand attributes divided into?
Product-related and non-product related features
What can product features be used to do?
Represent a competitive advantage and motivate consumers to purchase
What does user imagery depict?
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What are the three categories of needs that brand benefits can appeal to?
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What do products that fulfill consumption-related problems appeal to?
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What do products that provide sensory pleasure, variety, and cognitive stimulation appeal to?
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What do products that fulfill a consumer's desire for self-enhancement, group membership, and affection appeal to?
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What does the Dove advertisement illustrate?
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What is the main goal of positioning via an appeal to brand benefits?
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