Exam 10: Crafting the Brand Positioning

A supplier creates better information systems, and introduces barcoding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

Narrative branding is based on deep metaphors that connect to people's memories, associations, and stories.

Which of the following is an example of image differentiation?

Which of the following is NOT one of the specific branding guidelines for small businesses?

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

A good illustration of negatively correlated attributes or benefits is good taste versus bad taste.

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

Which of the following types of differentiation relates to companies having better-trained personnel who provide superior customer service?

Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.

Straddle positioning refers to a brand using different positioning with different categories of competitors.

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

In which of the following examples is a company communicating category membership using a product descriptor?

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

Which of the following ways to convey a brand's category membership relates to well-known, noteworthy brands in a category helping a brand specify its category membership?

How can coffee shop chain Belling convey its category membership? List the methods it can use to achieve this.

Provide an example of a leverageable advantage.

Associations that make up points-of-difference are based exclusively on product features.

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

Sally's is a boutique bakery that specializes in cupcakes. Give some methods by which Sally's can position itself without spending a lot on promotions.

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?