All of the following are true about positioning EXCEPT:

Positioning variables should be as concrete $($as opposed to being abstract$)$ as possible

Positioning variables should not be those that competitors can easily imitate

For a chosen position to be effective, a company should seem capable of executing that positioning

Effective positioning of a brand requires that a company chooses multiple positioning variables $($typically$,$ more than two$)$ for the brand

A positioning variable that has been successful in the past might become obsolete due to changes in market conditions