When you are writing a positioning statement, if you don't have real differences and cannot see a way to create them, then you can create a difference based on ________.

Creating a difference based on image is a pivotal strategy when there are no distinct attributes separating your offering from competitors. The perceived image of a brand can significantly influence consumer behavior and preferences, often outweighing actual product differences. This approach leverages emotional connections, brand stories, and aesthetic values that resonate with target audiences, enabling a company to carve out a unique space in the market.

In contexts where tangible differences in price, features, or distribution channels may be limited, focusing on the brand image allows for differentiation through marketing narratives, sponsorships, packaging, and overall customer experience. Image can encompass everything from brand values and lifestyle associations to customer perceptions and social responsibility efforts.

Ultimately, investing in creating a strong, positive image can build loyalty and trust with consumers, making it a viable and often essential strategy for positioning when product differences are minimal.