Breakaway positioning occurs when a firm markets product X as if it were product Y. They leverage product associations from one product category into another. They get consumers to conceive, purchase, and consume the product in a totally different way. In the case of SWATCH, the firm borrowed associations from the fashion industry and marketed the product as a fashion product; not as jewelry (expensive Swiss watches), not as a tool (inexpensive watches), and not as cheap jewelry. Discuss at least two other examples of breakaway positioning.