The key benefit must be important to the target customer, deliverable by the brand, though not necessarily uniquely deliverable.
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Q1: There are two possible levels of brand
Q2: According to the T-C-B positioning model, the
Q3: A manufacturer can use "me-too" central positioning
Q4: The end-customer target should be defined as
Q6: The comparative strategy uses comparative advertising to
Q7: To choose the best benefit strategy, the
Q8: "Be-a-brand" role-playing is a popular but not
Q9: Benefit claims for transformationally-motivated products and services
Q10: The brand or brand item's short-form positioning
Q11: Brand positioning, or "branding," aims to create
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