One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.
A) negatively correlated
B) always correlated
C) directly proportional
D) never correlated
E) positively correlated

Question

Quizplus · Accepted Answer

Many of the attributes or benefits that make up the points-of-parity and points-of-difference are negatively correlated because they are often trade-offs. For example, a brand might be known for having high quality, but at the cost of being expensive. These attributes have an inverse relationship, making it difficult to create a strong brand positioning that balances them both.

One Common Difficulty in Creating a Strong, Competitive Brand Positioning