Exam 10: Crafting the Brand Positioning

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

The brand must demonstrate ________, for it to function as a true point-of-difference.

Give an example of the use of straddle positioning.

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?

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great U.S. designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the brand's category membership by ________.

There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference. When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel, it attempted to create a point-of-difference (POD). Explain why the hotel may not have been successful in its attempt to create its POD.

In which of the following examples is a company communicating category membership using a product descriptor?

BMW's "The ultimate driving machine," American Express' "Don't leave home without it," New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone" are all examples of ________.

________ is the act of designing the company's offering and image to occupy a distinctive place in the minds of the target market.

With the help of an example, explain why a company's competition may not be from companies in the same category.

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

Provide three examples of negatively correlated attributes and benefits.

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

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

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.

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

Philip Morris bought Miller brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What did the company try to build when they conveyed the fact that the beer contained one third less calories and hence it is less filling?

Which of the following types of differentiation relates to companies having better-trained personnel Who provide superior customer service?

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

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