Stetson's use of the American cowboy in its advertising is an example of a positioning strategy based on
A. a product attribute
B. the product's users
C. a cultural icon
D. against competition
E. a product benefit
Answer: (C) The American cowboy is a cultural icon used by Stetson in its advertising to reinforce its American roots. Therefore, (C) is the right choice. Stetson's positioning is not based on a particular feature of the product, so (A) is incorrect. It is also not based on Stetson's user profile (B). (D) is incorrect because the question makes no reference to Stetson's competition. Finally, since the question doesn't indicate a tangible product benefit, (E) is incorrect.