An example of communicating category membership by relying on the product descriptor is ford's positioning of its freestyle automobile, which combines the attributes of an suv, a minivan, and a station wagon, as a "sports wagon."
In marketing, product descriptor refers to a structured format that displayed some information about a specific product. In this case, ford tried to create a unique product descriptor such as "sports wagon" to tell its consumers that their product has the characteristic of a sport and a wagon
