Exam 10: Crafting the Brand Positioning

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

Which of the following criteria relates to the company having the internal resources and commitment to feasibly and profitably create and maintain the brand association in the minds of consumers?

The two basic forms of points-of-parity are ________ points-of-parity and ________ points-of-parity.

Belling begins most advertising messages by announcing category benefits and then moving on to its specific positioning. Offer one reason why Belling may adopt this strategy.

Companies can achieve competitive advantage through the way they design their distribution channel. What three areas are considered in this design process?

Brand mantras must communicate both what a brand is and what it is not.

How does a company differentiate its market offerings using employee differentiation? Provide an example of a company using employee differentiation.

Points-of-parity are important while designing brand mantras for brands facing ________.

As a company seeks to establish a category membership designation, how does the company approach points-of-difference? What is done first?

A good positioning should contain points-of-difference and points-of-parity that have rational but not emotional components.

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

Small businesses must focus on building one or two strong brands based on one or two key associations.

Explain three variables a firm should consider when analyzing potential threats posed by competitors.

When Coca-Cola determines the bottled-water competitors for its Dasani brand by identifying the products or sets of products with which a brand competes and which function as close substitutes, it is determining Dasani's ________.

________ are visual representations of consumer perceptions and preferences.

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

The means of differentiation that are often most compelling to consumers relate to aspects of the product and service.

The three criteria that determine whether a brand association can truly function as a point-of-difference include desirability, ________, and differentiability.

Define a brand mantra and provide an example of a brand mantra.

When Coca-Cola focused on developing its soft drink business but missed seeing the market for coffee bars and fresh-fruit-juice bars that eventually impinged on its soft-drink business, it was suffering from ________ because it defined competition in traditional category and industry terms.