1.

A brand's positioning is designed to develop a sustainable competitive

advantage on product attribute(s) in the consumer's mind(pg 30 line 1).
2. Brand positioning is critical for a new product.(pg 31 line 10)
3. The best method for measuring Brand positioning is(under the heading
Methods for Evaluating a Brand's Positioning line 4)
multidimensional scaling factor analysis
multiattribute compositional model

discriminant analysis

4. The concept of value to the customer is essential to an effective Brand

positioning(pg 31 para 4)
5. Differentiation is important part of Brand positioning.