Marketers need to position their brands clearly in target customers’ minds. They can position brands at any of three levels. At the lowest level, they can position the brand on product attributes. For example, P & G invented the disposable diaper category with its Pampers brand. Early Pampers marketing focused on attributes such as fluid absorption, fit, and disposability. In general, however, attributes. More importantly, customers are not interested in attributes as such-they are interested in what the attributes will do for them. A brand can be better positioned by associating its name with a desirable benefit. Thus, Pampers can go beyond technical product attributes and talk about the resulting containment and skin-health benefits from dryness. Some successful brands positioned on benefits are FedEx (guaranteed on-time delivery), Nike (performance), Lexus (quality), and Walmart (low prices). The strongest brand go beyond attribute or benefit positioning. They are positioned on strong benefits and values, engaging customers on a deep, emotional level.