Exam 10: Crafting the Brand Positioning

Nivea became the leader in the skin cream class on the "gentle," "protective," and "caring" platform. The company further moved into classes such as deodorants, shampoos, and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse, and its cosmetics would be colorful enough. This is an example of ________.

Belling is a chain of coffee shops. Give an example of a point-of-parity and a point-of-difference for the company.

Belling is a chain of coffee shops. Give an example of a category point-of-parity and a competitive point-of-parity for the company.

A brand ________ is a translation of the brand mantra that attempts to creatively engage consumers and others external to the company.

Which of the following best describes a car company's value proposition?

The goal of positioning is to ________.

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

Dayton, Ohio-based Iams found success selling premium pet food through regional veterinarians, breeders, and pet stores. This is an example of ________ differentiation.

Brands are never affiliated with categories in which they do not hold membership.

Perdue's cogent reason why a target market should buy its chicken is "More tender golden chicken at a moderate premium price," also known as its ________.

All marketing strategy is built on STP: segmentation, targeting, and ________.

The purpose of brand mantras is to ensure that employees and external marketing partners understand what the brand is in order to represent it to the customers.

What are the three main ways to convey a brand's category members? Provide an example of each.

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

A leverageable advantage is one that a company can use as a springboard to new advantages.

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

American Express' "World-Class Service, Personal Recognition," Mary Kay's "Enriching women's lives," Hallmark's "Caring Shared," and Starbucks' "Rewarding Everyday Moments" are examples of brand ________.

The typical approach to positioning is to inform consumers of a brand's membership before stating its point-of-difference.

Which of the following statements about the branding guidelines for a small business is true?