Exam 10: Crafting the Brand Positioning

What are the five elements of narrative branding as described by Randall Ringer and Michael Thibodeau?

Category points-of-parity may change over time due to technological advances, legal developments, or consumer trends.

SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

The competitive frame of reference defines which other brands that a brand competes with.

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.

Straddle positions ________.

Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position - and to avoid association with its Explorer and Country Squire models - the vehicle, eventually called Freestyle, was designated a "sports wagon." According to the given scenario, Ford Motor Co. conveyed their brand's category membership by ________.

Belling wants to analyze the threats posed by its competitors. Which three variables must it monitor to achieve this?

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

Belling is a chain of coffee shops. List possible competitors first from an industry point of view and then from the market point of view.

If Starbucks considers quick-serve restaurants and convenience shops in its competitive frame of reference, then intended ________ might be quality, image, experience and variety, while intended ________ might be convenience and value.

All marketing strategy is built on segmentation, targeting, and positioning.

Companies cannot achieve differentiation by differentiating their channels, as this is not the purpose of a distribution channel.

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

Competitive advantage is a company's ability to perform in one or more ways that competitors cannot or will not match.

Give an example of the use of straddle positioning.

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.

Which of the following is an example of channel differentiation?

If a brand is developing an offering with multiple frames of reference, which of the following is NOT advisable?

There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference. When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel, it attempted to create a point-of-difference (POD). Explain why the hotel may not have been successful in its attempt to create its POD.