Question

Which of the following statements is true?

A positioning statement is the same as a unique selling proposition (USP).

Supporting evidence for a brandâ s value claim must be based on scientific and technological data that support the brandâ s product performance claim.

A criterion for making an effective value claim is that the claim be realistic.

Tide using physical demonstrations to promote its detergentâ s cleaning power and Nike using LeBron James to endorse its basketball shoes are both illustrations of making value claims realistic.

Brand positioning value claims must be distinctive. Irrelevant attributesâ "product characteristics that provide consumers no actual benefitsâ "should not be used.

Brand perceptual maps can be constructed only by asking consumers directly (i.e., via surveys) to compare and contrast brands across a set of product attributes.

Answer 1

Answer : Brand perceptual maps can be constructed only by asking consumers directly (i.e., via surveys) to compare and contrast brands across a set of product attributes.

Explanation : As the name suggect brand perceptual maps are created or based upon the perception of the customers about the certain brand where the priamry research that is surveys, interviews etc are conducted by the marketer.