Brand positioning claims can be made at three levels: attribute$-$based $($what$\text{'}$s in it$?),$ benefit$-$based $($what$\text{'}$s in it for me$?),$ and value$-$based $($why is it important to me$?).$ The goal is to provide consumers with a narrative that feels personally meaning. This is best known as

creating relevance

creating resonance

being realistic

being distinctive

being faithful