What result can occur from poor execution of a positioning strategy?

When a positioning strategy is poorly executed, it can lead to confusion in the marketplace. This occurs when the intended message about the brand's identity, values, or offerings is not communicated effectively or is inconsistently conveyed across different channels. As a result, consumers may struggle to understand what the brand stands for, its unique value proposition, or how it differs from competitors. This confusion can dilute brand recognition and hinder consumer trust, leading to a fragmented customer experience.

In contrast, improved brand loyalty, increased customer awareness, and enhanced competitive advantage typically arise from well-executed positioning strategies that clearly define and communicate a brand's value. Therefore, the correct answer highlights a significant downside of poor positioning—marketplace confusion—which can ultimately undermine a brand's success.