Exam 10: Crafting the Brand Positioning

________ are associations designed to overcome perceived weaknesses of the brand.

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

Which of the following terms is most closely associated with the statement: "attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe that they could not find to the same extent with a competitive brand"?

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

With the help of an example, explain why a company's competition may not be from companies in the same category.

A well-known car manufacturing company introduces a new hatchback model by describing its distinctive features and then stressing the speed and safety qualities of the car. Which of the following is the company using to convey its membership in the hatchback segment?

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

Give an example of how a brand can be affiliated with a category in which it does not hold membership.

Sally's is a boutique bakery that specializes in cupcakes. How can Sally's create image differentiation to stand apart from its competitors?

Category membership is seen as the products that function as close substitutes of a brand.

Subway restaurants are positioned as offering healthy, good-tasting sandwiches. When the competitive frame of reference is quick-serve restaurants like McDonald's, what is the POD?

One of the ways to communicate category membership is to rely on the product descriptor, like when Ford positioned its Freestyle automobile, which combined the attributes of an SUV, a mini-van, and a station wagon, as a "sports wagon."

Name and briefly explain three less-structured alternatives to competitive brand positioning.

Perceptual maps provide quantitative portrayals of market situations and the way consumers view different products, services, and brands along various dimensions.

The product descriptor that follows the brand name is often a concise means of conveying category origin.

Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect to people's memories, associations, and stories. Briefly describe their framework for a brand story.

A brand mantra should be ________.

When BMW first made its strong competitive push into the US market in the early 1980s, it positioned the brand as the only automobile that offered both luxury (competing with Cadillac) and performance (competing with the Corvette), which is known as ________ because it uses points-of-difference and points-of-parity across categories.

Trying to be all things to all people leads to highest-common-denominator positioning, which is typically effective.

A(n) ________ is a group of firms offering a product or class of products that are close substitutes for one another.