What is the focus of positioning by product attributes and benefits?

The focus of positioning by product attributes and benefits lies in setting the brand apart based on specific characteristics or advantages that the product offers. This means that the marketing strategy emphasizes what makes the product unique compared to others in the market, such as its features, quality, performance, or any distinctive benefits it provides to the consumer. By clearly communicating these attributes, a brand can create a strong image in consumers' minds, helping them to remember and prefer that brand over others. This approach is particularly effective in competitive markets, where differentiation through specific product characteristics can influence purchase decisions and foster brand loyalty.

In contrast, other options either focus on elements that do not directly relate to the unique positioning of a product or address broader aspects that may not emphasize attributes and benefits specifically. For instance, customer service interactions are important but do not inherently communicate the product's unique selling points. Similarly, comparing prices may be relevant to market positioning but does not highlight the intrinsic attributes or benefits of the product itself. Defining the product's intended use also doesn't necessarily capture how the product stands out in terms of features or benefits, which is central to effective positioning by product attributes.