Relevance is a critical criterion in formulating a value claim for a positioning statement. The makers of Cialis, an erectile dysfunction (ED) drug, are considering a value claim that it enhances intimacy and relationship. To assess the relevance of this claim, Cialis must determine if the claim:

is unique among value claims of competitor brands.

can be endorsed by an authority figure or a celebrity.

aligns with the specific needs of the target market.

is supportable by scientific evidence.