What marketing activity is Shannon engaged in when she wants to communicate Company ABC's unique brand benefits?

When Shannon seeks to communicate Company ABC's unique brand benefits, she is fundamentally involved in the process of positioning. Positioning refers to how a brand is perceived in the minds of consumers relative to competitors. It focuses on establishing a distinctive place in the marketplace by highlighting specific attributes or benefits that set the brand apart.

Effective positioning involves crafting messages that resonate with the target audience and clearly articulate what makes the brand unique. This process ensures that consumers understand the value proposition and the unique selling points of the brand compared to others in the market. By concentrating on these unique brand benefits, Shannon is directly addressing how she wants the company to be viewed and understood by its audience, which is at the heart of positioning.

Branding, on the other hand, encompasses the overall process of creating a strong, positive perception of the company and its products, which includes elements like brand identity, culture, and promise but is broader than just communicating unique benefits. Advertising is a tool used within the larger context of branding and positioning to promote the brand, but it does not focus specifically on clarifying the brand's unique advantages. Market research, while essential for understanding customer needs and preferences, is not an activity directly related to the communication of brand benefits.