A starting point in defining a competitive frame of reference for a brand positioning is to determine ________-the products or sets of products with which a brand competes and which function as close substitutes.
A) functional membership
B) competitive field
C) category membership
D) value membership
E) demand field

Question

Quizplus · Accepted Answer

Category membership refers to the specific products or product categories in which a brand competes. It is important to define this competitive frame of reference in order to effectively position the brand and differentiate it from its competitors. Functional membership refers to products that serve a similar function, but may not be direct substitutes, while value membership and demand field are not relevant to defining the competitive frame of reference. Competitive field is a similar concept to category membership, but may also include indirect competitors or alternative solutions.

A Starting Point in Defining a Competitive Frame of Reference