Functional benefit positioning does not really give any brand an edge in many well-established product categories, because they all offer the same or similar functional benefits.

Question

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Functional benefit positioning focuses on promoting the benefits that a product offers to the consumer. In many well-established product categories, competitors offer similar functional benefits, making it difficult for any one brand to stand out solely based on those benefits. Therefore, other types of positioning strategies such as emotional or value-based positioning may be more effective.

Functional Benefit Positioning Does Not Really Give Any Brand an Edge