Brand positioning is the most important tool to differentiate your product from the competitors. EXHIBIT $7\mathrm{.}7$ shows how to using product descriptors as a basis for differentiation.

Think about the last purchase you made in each of the following product categories. What were the features, advantages, and benefits of the specific product or brand that you selected? After completing the table, answer the question: what is the positioning of the product or brand in the market? Does its positioning match your responses in the table? Explain.

Features

Advantages

Benefits

Athletic Shoes

Brand $\_\_\_\_\_\_\_\_\_\_\_$

Sit$-$Down Restaurant

Name or

Franchise $\_\_\_\_\_\_\_\_\_\_$

Airline

Brand $\_\_\_\_\_\_\_\_\_\_\_$