A positioning statement can be defined as: a. the impression of the product you want to establish in consumers' minds relative to their needs and also in contrast to the competition. b. the tool that identifies the main reasons the target market buys a product and what sets it apart in the market. c. analyzing why consumers buy a product, the product benefit, how the product is used, and whether consumers are brand loyal in their purchase behaviour. d. visual representations of how products or product groups are positioned within a category to consumers/customers