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) category membership
B) value membership
C) functional membership
D) demand field
E) competitive field

Question

Quizplus · Accepted Answer

Category membership refers to the products or sets of products that are similar to the brand, and thus, compete with the brand. This is the starting point in defining a competitive frame of reference for a brand positioning. Option B, C, D, and E are not correct because they do not specifically refer to the products or sets of products that compete with the brand.

A Starting Point in Defining a Competitive Frame of Reference