If a Brand Is Developing an Offering with Multiple Frames

question 59

Multiple Choice

If a brand is developing an offering with multiple frames of reference, which of the following is NOT advisable?

• A) create a combined positioning that addresses all competitors
• B) prioritize competitors
• C) choose the most important set of competitors to serve as the competitive frame
• D) adopt lowest common denominator positioning
• E) develop the best possible positioning for each type or class of competitors

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Definitions:

Population

A total set of individuals, items, or data from which a statistical sample is drawn.

Normally Distributed

A statistical distribution that is symmetric about the mean, showing that data near the mean are more frequent in occurrence than data far from the mean.

Normal Curve

A symmetrical bell-shaped curve that represents the distribution of a set of data, where most occurrences take place around the mean.

Asymptotic

The quality of the normal curve such that the tails never touch the horizontal axis.