Question: Brand positioning claims can be made at three levels: attribute-based (whats in it?), benefit-based (whats in it for me?), and value-based (why is it important

Brand positioning claims can be made at three levels: attribute-based (whats in it?), benefit-based (whats 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

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