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:

Factor Rating

A method used in decision making to evaluate various alternatives based on multiple criteria, assigning weights to different factors.

X-Coordinate

The horizontal value in a coordinate system, representing the distance along the x-axis from the origin.

Y-Coordinate

The vertical position or value in a coordinate system, representing the distance from the x-axis in a 2-dimensional space.

Volume

Refers to the amount of space that a substance or object occupies, or that is enclosed within a container.