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(一)比较录从事广告事业和研究的人士对R·雷斯的“独具特色的销售理论(USP)理论)”、“大卫·奥格威的“品牌形象论(BI)及I·里斯等的“定位理论”(Positioning)可谓熟视无睹了。笔者将比较归纳的结果用图表的形式表现如下:
(A) A comparison of R & L’s “Theory of Unique Sales Theory (USP)” among those engaged in advertising and research), David Ogilvy’s Brand Identity Theory (BI) and I Reese and other “positioning theory” (Positioning) is turned a blind eye. The author will compare the results summarized in the form of a chart as follows: