Prompts and buyers
Branded prompt
A branded prompt names a specific company or product — asking whether a brand is any good, or how it compares with a named rival. These answers shape the impression of a brand already under consideration.
In more detail
Branded prompts are where factual accuracy matters most, because the reader is checking specifics about you rather than discovering the category.
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Guides that cover this
Related terms
Unbranded prompt
An unbranded prompt describes a need without naming any company — asking for the best option for a particular situation. These are where new brands enter a buyer's consideration set.
Comparison prompt
A comparison prompt asks an assistant to weigh two or more named options against each other. The answer usually sets out differences attribute by attribute, and often carries a recommendation.
Buyer intent
Buyer intent is what someone is trying to achieve with a question — exploring a category, comparing options, resolving a concern, or ready to act. Intent determines how much a mention in that answer is worth.
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