In a classic positioning statement, the phrase starting with 'For' identifies the ______.
Competitive frame
Target segment
Brand promise
Reason to believe
'For…' describes the intended audience.
Which component of the statement clarifies the category in which the brand competes?
Target segment
RTB
Frame of reference
Benefit
The category is called the competitive frame of reference.
'That delivers _____' typically articulates the primary ______.
Price point
Slogan
Benefit
Target
The core benefit states the unique value provided.
The phrase 'because ___' gives the consumer a ______ to believe the claim.
Emotion
Price
Reason
Color
Reason‑to‑believe supports credibility.
Which of the following best completes the blank: 'For busy millennials who crave quick nutrition, Brand X is the _____ that…'?
Luxury sedan
Meal‑replacement smoothie
Fastest website
Cheapest insurance
The competitive category must match the product type.
A good positioning statement should be ______.
Filled with superlatives
Hidden from employees
Single‑minded and concise
Written as a jingle
Clarity helps guide consistent execution.
What comes immediately after the competitive frame in the full formula?
Tagline
Support point
Point of difference/benefit
Target need
Benefit explains how the brand uniquely satisfies need.
'Who seek adventure' in a statement refers to the consumer’s ______.
Need/state of mind
Geographic location
Income level
Usage rate
The 'who' clause captures unmet need or occasion.
Which part of a positioning statement would typically mention key proof points or RTBs?
For…
That…
Because…
Who…
'Because' introduces supportive reasons to believe.
If a claim lacks credible support, which positioning element is weak?
Reason to believe
Frame of reference
Target description
Point of difference
RTB builds trust; without it, the claim may ring hollow.
Starter
Keep learning the fundamentals.
Solid
You’ve got a good grasp—refine the details.
Expert!
Excellent mastery of this topic.
