Positioning requires marketers to define and communicate the differences between their brand and its competitors. Which of the following is true regarding positioning?
A) It is necessary for marketers to highlight the similarities between their brand and its competitors.
B) Marketers should focus on the similarities and differences between their brand and its competitors.
C) Marketers should only communicate the similarities between their brand and its competitors.
D) Marketers should only communicate the differences between their brand and its competitors.