Describe three methods by which a brand can communicate category membership.
Answer: There are three main ways to convey a brand's category membership:
1. Announcing category benefits. To reassure consumers that a brand will deliver on the fundamental reason for using a category, marketers frequently use benefits to announce category membership.
2. Comparing to exemplars. Well-known, noteworthy brands in a category can also help a
brand specify its category membership.
3. Relying on the product descriptor. The product descriptor that follows the brand name is often a concise means of conveying category origin.