The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.
A) positioning statement
B) summary statement
C) constructive process
D) sign
E) symbol

Question

The central idea that encapsulates a brand's meaning and distinctiveness vis-a-vis competitive brands is known as a _____.
A) positioning statement 
B) summary statement 
C) constructive process 
D) sign 
E) symbol

Quizplus · Accepted Answer

A positioning statement is a concise statement that summarizes the unique value proposition of a brand and communicates its distinctiveness in relation to competitive brands. It is a central idea that encapsulates the brand's meaning and essence, and guides all marketing and branding efforts.

The Central Idea That Encapsulates a Brand's Meaning and Distinctiveness