Exam 10: Crafting the Brand Positioning

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.

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

Define leverageable advantage with an example.

A good illustration of negatively correlated attributes or benefits is good taste versus bad taste.

A competitive point-of-parity negates competitors' perceived points-of-difference.

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

Rather than outlining specific attributes or benefits,some marketing experts describe positioning a brand as telling a narrative or story

BMW's "The ultimate driving machine," and American Express' "Don't leave home without it," are all examples of ________.

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

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

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

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

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?

Sally's is a boutique bakery that specializes in cupcakes.Give some methods by which Sally's can position itself without spending a lot on promotions.

________ refers to the products or sets of products with which a brand competes and which function as close substitutes.

McDonald's brand philosophy of "Food,Folks,and Fun" is an example of ________.

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

Suppliers who are dependable in their on-time delivery,order completeness,and order-cycle time are most likely to be differentiated based on ________.

A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might emphasize which of the following?

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?