Final answer:
It is false that attributes are the least desirable level for brand positioning. Brand positioning encompasses more than just attributes; it includes building a unique brand identity. Product quality, service, and consumer trust are parts of brand image that are not easily replicated.
Step-by-step explanation:
It is false that attributes are the least desirable level for brand positioning because competitors can easily copy attributes. While it is true that attributes can be replicated, brand positioning involves creating a distinctive image and identity in the minds of consumers. Elements like customer service, reputation, and consumer trust are aspects of a brand that are not easily replicated by competitors even though these companies might not be competing primarily on price or quality. Moreover, in a market where consumers are less than 100% certain about the qualities of what they are buying or selling, and information about the quality of products is highly imperfect, it can be especially challenging for a market to exist. Therefore, a strong brand that conveys trust and quality can hold a significant advantage.