Give an example of how a brand can be affiliated with a category in which it does not hold membership.

Give an example of how a brand can be affiliated with a category in which it does not hold membership.



Answer: DiGiorno's frozen pizza has adopted a positioning strategy that identifies with a different category from its own—instead of putting it in the frozen pizza category, the marketers have positioned it in the delivered pizza category with ads that claim, "It's Not Delivery, It's DiGiorno!"


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