Brand positioning refers to how a business strategically intends its brand to be perceived by target consumers, rather than providing evidence of already achieved consumer attitudes.

### Why this is right The proposal says the brand positioning can attract the younger generation with adventures and holiday experiences while building interest in agriculture. It also says families in Japan would associate with the brand. ### The concept **Brand positioning** describes how a brand intends to be understood by its audience. In this proposal, ADD FARM is framed as more than a source of vegetables: it offers an experience of farming and nature. The intended audience includes younger people and families, and the intended effect includes greater interest in agriculture. The statement is about the proposal's strategic intention, not proof that the service has already changed people's attitudes. ### Terms - **Brand positioning**: The intended place or meaning of a brand in its audience's minds. - **Agriculture**: The practice and industry of cultivating land and producing crops. ### Remember Distinguish a brand's proposed audience and aims from evidence of achieved results.