When the goal is to appeal to a broad segment of consumers,one strategy is for a company entering a product category to
A) position the brand separately from the other brands.
B) position the brand close to the category prototype.
C) increase the number of associations with the product category.
D) change the brand name.
E) create an entirely new set of associations for the brand.

Question

Quizplus · Accepted Answer

Positioning the brand close to the category prototype can make it easier for consumers to understand the brand and what it offers, increasing the likelihood of appeal to a broader segment of consumers. This also allows the brand to leverage existing category associations and establish credibility in the market.

When the Goal Is to Appeal to a Broad Segment