Exam 10: Crafting the Brand Positioning

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?

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

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

Brand mantras typically are designed to capture the brand's ________,that is,what is unique about the brand.

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

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

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

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

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

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

Brand mantras are typically designed to capture the brand's points-of-parity,that is,what is unique about the brand.

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

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

The typical approach to positioning is to inform consumers of a brand's category membership before stating its ________,

Points-of-parity may be shared among two or more brands.

Cultural branding is essential for small firms,but ineffective for large companies.

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

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

Using the industry approach,competitors are defined as companies that satisfy the same customer need.