Exam 10: Crafting the Brand Positioning

One common difficulty in creating a strong,competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

If Barry compares his organization's products to those of leaders in the field,then he is conveying category membership by "comparing to exemplars".

Category points-of-parity may change over time due to technological advances,legal developments,or consumer trends.

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

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

To capitalize on the advantage that an MNC brings to the perception of quality,local brand Videocon positioned itself as an "Indian MNC" in its tagline.The company conveyed its brand's category membership by ________.

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"?

Which of the following best describes BR Chicken's value proposition?

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

For brands in more stable categories where extensions into more distinct categories are less likely to occur,the brand mantra may focus more exclusively on ________.

With the help of an example,explain straddle positioning.

What are the requirements for deciding on a positioning strategy?

A company is more likely to be hurt by current competitors than by emerging competitors or new technologies.

There are situations in which consumers know a brand's category membership but may not be convinced the brand is a valid member of the category.

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

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

Describe three methods by which a brand can communicate category membership.

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

Marlboro's "macho cowboy" image has struck a responsive chord with much of the cigarette-smoking public.This is an example of ________.

Sally's is a boutique bakery that specializes in cupcakes.Give one method by which Sally's can conduct low-cost market research.