The Association for Qualitative Research
The Hub of Qualitative Excellence


A description of a brand, including its rational/functional and its emotional or abstract features or values, in relation to its competitors in a market.

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This glossary is compiled and maintained by the Association for Qualitative Research, the foremost authority on qualitative practice, training and innovation, and the global hub of qualitative thinking. If you are a qualitative research consultant or a business offering qualitative research services, please consider joining the AQR and supporting the organisation.

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