Final answer:
The question that is NOT addressed by the Brand Relevance Matrix is D, 'How does the brand compare to other brands in the category?'. The matrix focuses on the brand's and category's performance, not direct comparisons with competitors.
Step-by-step explanation:
Which of the following is NOT one of the questions to be answered by using the Brand Relevance Matrix? The correct answer is D, "How does the brand compare to other brands in the category?" The Brand Relevance Matrix is a tool created to assist businesses in determining whether their brand is both unique and relevant to consumers. It primarily focuses on the brand's growth or decline in relation to the category, and issues affecting the category's performance, rather than comparing the brand to other competitors.
The matrix is designed to analyze two critical dimensions: whether the brand is 'On the Rise' or 'At Risk' and whether the overall category is growing or declining. Here's how the matrix is structured:
- Is the brand growing or declining faster than the category? - This question helps assess the brand's own performance.
- What is the issue about the category that is causing the decline? - This question attempts to identify category-wide challenges.
- Is the category growing or declining? - Here, the focus is on the health of the category itself.
By comparison, assessing how a brand stacks up against its competitors involves different strategies and tools, such as SWOT analysis or comparative market studies.