Sublime

For brands anticipating rapid growth, it is helpful to define the product or benefit space in which the brand would like to compete, as Nike did with “athletic performance” and Disney with “family entertainment.” Words that describe the nature of the product or service, or the type of experiences or benefits the brand provides, can be critical to

brand’s Distinctive Assets,

Role 3: Identify a brand

Brand Awareness in an ‘ease to retrieve’ role

greater brand level discrimination –

Take a position: The best way to position a brand is through a structured approach versus The best way to position a brand is through an unstructured approach.

This approach measures the attribute’s potential as a piece of information that could be a retrieval cue or retrieved when the brand is the cue.