Exam 10: Crafting the Brand Position

When BMW first made a strong competitive push into the U.S. market in the early 1980s, it positioned the brand as being the only automobile that offered

Porter Airlines has billed itself as the airline that "does it right", and they have been living up to their promise to "change the way people fly". This is an example of a successful

________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company's own employees understand what the brand represents.

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

Straddle positioning refers to a brand using different positioning with different categories of competitors.

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. Please give an example and suggest what the company can do in this case.

An example of a feature improvement product modification strategy would be one where Campbell's soup is promoted as being a snack.

Assume that you are in a position to develop your organization's points-of-difference for an upcoming promotional campaign. Which of the following sets of consumer desirability criteria would best fit your promotional task?

While looking at a series of special-case product life cycles, you observe that one of the life cycles has had a rapid growth in sales resulting in a severe peak of the sales curve followed by a rapid decline. Which of the following product life-cycle curves is most likely represented by the above illustration?

Golder and Tellis distinguish between three types of new product pioneers. Which type is the first to develop patents in a new-product category?

Deciding to target a certain type of consumer can define the nature of ________ because certain firms have targeted that segment in the past.

There are three key consumer desirability criteria for creating points-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. The hotel may not have been successful in its attempt to create its POD because of which consumer desirability criteria associated with PODs?

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

In the product life cycle, growth is a stage of rapid market acceptance and substantial profits improvement.

According to information presented in the text, the pharmaceutical industry often has products that can be characterized as having cycle-recycle product life-cycle patterns.

Points-of-parity are driven by the needs of category membership and

________ may be based on virtually any type of attribute or benefit. For example, FedEx uses "guaranteed overnight delivery" and Nike uses "performance."

There are three main ways that a brand's category membership can be conveyed. Which of those ways is applicable in the following situation: Tums claims to have the most acid-reducing components of any antacid?

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

During the growth stage of the product life cycle, prices grow along with profits.