题目内容
Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ positioning allows the brand to create a point-of-parity (POP) on taste and a point-of-difference (POD) on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés.
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The result of positioning is the successful creation of an employee-focused value proposition.
Positioning requires that marketers define and communicate only the differences between their brand and its competitors.
The competitive frame of reference defines which other brands that a brand competes with.
Category membership is seen as the products that function as close substitutes of a brand.
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