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Exam 10: Crafting the Brand Positioning

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Question 61

True/False

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Category membership is seen as the products that function as close substitutes of a brand.

A) True
B) False

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Question 62

Multiple Choice

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Points-of-________ are product associations that are not necessarily unique to the brand but may in fact be shared with other brands.

A) parity
B) difference
C) inflection
D) presence
E) divergence

F) A) and C)
G) C) and D)

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Question 63

Multiple Choice

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________ are visual representations of consumer perceptions and preferences.

Belling is a chain of coffee shops. List possible competitors first from an industry point of view and then from the market point of view.

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

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

The result of positioning is the successful creation of an employee-focused value proposition.

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

When Tommy Hilfiger was an unknown brand, advertising announced his membership as a great US 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 ________.

ESPN Zone restaurants tap into competitive masculinity and American Girl dolls tap into mother-daughter relationship and the cross-generational transfer of femininity. These are examples of narrative arcs.

With the help of an example, explain straddle positioning.

What are the three main ways to convey a brand's category members? Provide an example of each.

Which of the following types of differentiation refers to companies effectively designing their distribution medium's coverage, expertise, and performance to make buying the product easier and more enjoyable and rewarding?

Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors that connect to people's memories, associations, and stories. Briefly describe their framework for a brand story.

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

Define leverageable advantage with an example.

The three criteria that determine whether a brand association can truly function as a point-of-difference include desirability, ________, and differentiability.

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 ________.

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

Occasionally, a company will be able to straddle two frames of reference with one set of points-of-difference and points-of-parity.