Deck 10: Crafting the Brand Positioning

Question 1

The result of positioning is the successful creation of ________, which provides a cogent reason why the target market should buy the product.

A) an award-winning promotional campaign
B) a customer-focused value proposition
C) a demand channel
D) everyday low pricing
E) employee value proposition

Answer 1

B

Question 2

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

A) community
B) task force
C) industry
D) focus group
E) umbrella brand

Answer 2

C

Question 3

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

A) Points-of-parity
B) Points-of-difference
C) Points-of-inflection
D) Points-of-presence
E) Points-of-divergence

Answer 3

A

Question 4

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?

A) differentiability
B) peculiarity
C) desirability
D) believability
E) deliverability

Question 5

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

A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
E) We charge a 10% premium on our chicken.

Question 6

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, differentiability
E) differentiability, authenticity, desirability

Question 7

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

A) Consumer profitability analysis
B) Competitive frame of reference
C) Category membership
D) Value membership
E) Demand field

Question 8

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

A) consumer profitability analysis
B) competitor indexing
C) service blueprint
D) competitive frame of reference
E) cluster analysis

Question 9

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

A) Positioning
B) Valuation
C) Pricing
D) Commercialization
E) Launching

Question 10

Which of the following statements about blue ocean thinking is true?

A) It involves designing creative business ventures to positively affect both a company's cost structure and its value proposition to consumers.
B) In blue ocean thinking, industry boundaries are defined and accepted, and the competitive rules of the game are known.
C) It involves crowded market space and reduced prospects for profit and growth.
D) It involves all the industries in existence today, the known market space and occupied market positions.
E) In blue ocean thinking, value to consumers comes from reintroducing factors the industry has previously offered.

Question 11

The two basic forms of points-of-parity are ________ and ________.

A) conceptual points-of-parity; competitive points-of-parity
B) strategic points-of-parity; conceptual points-of-parity
C) category points-of-parity; deliverable points-of-parity
D) competitive points-of-parity; peculiar points-of-parity
E) category points-of parity; competitive points-of-parity

Question 12

________ are defined as companies that satisfy the same customer need.

A) Communities
B) Competitors
C) Trendsetters
D) Industries
E) Task groups

Question 13

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"?

A) points-of-inflection
B) points-of-difference
C) points-of-parity
D) points-of-value
E) points-of-presence

Question 14

Which of the following best describes a car company's value proposition?

A) We charge a 20% premium on our cars.
B) We target safety-conscious upscale families.
C) We sell the safest, most durable wagon.
D) We are the market leader in the small car category.
E) We focus on expanding in faster-growing markets.

Question 15

Which of the following criteria relates to consumers seeing the brand association as distinctive and superior to relevant competitors?

A) desirability
B) differentiability
C) believability
D) deliverability
E) deviance

Question 16

The goal of positioning is ________.

A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be

Question 17

All marketing strategy is built on STP segmentation, targeting, and ________.

A) positioning
B) product
C) planning
D) promotion
E) performance

Question 18

Which of the following criteria relates to consumers seeing the brand association as personally relevant to them?

A) deliverability
B) authenticity
C) desirability
D) differentiability
E) feasibility

Question 19

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

A) clear superiority on an attribute or benefit
B) clear profitability to the company
C) clear similarity to the attributes of other brands
D) technological advances for an attribute or benefit
E) exploitation of competitors' weakness

Question 20

________ are attributes or benefits that consumers view as essential to a legitimate and credible offering within a certain product or service class.

A) Category points-of-difference
B) Conceptual points-of-parity
C) Competitive points-of-parity
D) Category points-of-parity
E) Competitive points-of-difference

Question 21

A ________ is a translation of the brand mantra that attempts to creatively engage consumers and others external to the company.

A) brand vision
B) brand extension
C) brand architecture
D) brand slogan
E) brand alliance

Question 22

Marketers typically focus on ________ in choosing the points-of-parity and points-of-difference
That make up their brand positioning.

A) brand equity
B) brand awareness
C) brand benefits
D) brand architecture
E) brand extensions

Question 23

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

A) rapid growth
B) market saturation
C) slow and steady growth
D) rapid decline
E) stability in sales volume

Question 24

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 ________.

A) brand mantras
B) brand parity
C) brand identity
D) brand architecture
E) brand extension

Question 25

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 ________.

A) brand slogan
B) brand personality
C) brand mission
D) brand architecture
E) brand vision

Question 26

Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels designed to apply topically, contain alcohol that kills the germs present on the skin, and developed for use after washing hands or for those times when soap and water are not available. These service elements are considered ________.

A) competitive points-of-difference
B) competitive points-of-parity
C) category points-of-difference
D) category points-of-parity
E) conceptual points-of-parity

Question 27

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

A) the soap is one-quarter cleansing cream
B) Dove products include bar soaps and shampoos
C) Dove soap helps users have softer skin
D) the soap brand has global presence
E) the brand has recently launched soap for men

Question 28

________ 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.

A) Brand mantras
B) Brand symbols
C) Brand logos
D) Brand alliances
E) Brand extensions

Question 29

BMW positioned itself as the only automobile that offered both luxury and performance. At that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars like Cadillac. This is an example of ________.

A) straddle positioning
B) category-based positioning
C) need-based positioning
D) noncomparitive positioning
E) price-quality positioning

Question 30

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

A) Conceptual points-of-parity
B) Category points-of-difference
C) Competitive points-of-parity
D) Competitive points-of-difference
E) Category points-of-parity

Question 31

Straddle positions ________.

A) help firms to analyze who their competitors are
B) allow brands to expand their market coverage and potential customer base
C) are a necessity while creating a firm's vision and mission statement
D) assist firms in collecting information on competitors that will directly influence their strategy
E) are ambiguous moral principles behind the operation and regulation of marketing

Question 32

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?

A) points-of-difference
B) points-of-conflict
C) points-of-parity
D) points-of-presence
E) points-of-inflection

Question 33

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 does the company assure by stating that the beer tastes good?

A) points-of-difference
B) points-of-presence
C) points-of-parity
D) points-of-conflict
E) points-of-inflection

Question 34

Nivea became the leader in the skin cream class on the "gentle", "protective" and "caring" platform. The company further moved into classes such as deodorants, shampoos and cosmetics. Attributes like gentle and caring were of no value unless consumers believed that its deodorant was strong enough, its shampoo would cleanse and its cosmetics would be colorful enough. This is an example of ________.

A) competitive points-of-parity
B) competitive points-of-difference
C) category points-of-parity
D) category points-of-difference
E) competitive points-of-presence

Question 35

________ are visual representations of consumer perceptions and preferences.

A) Procedural maps
B) Brain maps
C) Perceptual maps
D) Procedural models
E) Cognitive maps

Question 36

As a marketing manager, which of the following would be the best purpose for your organization's competitive points-of-parity?

A) to point out competitors' points-of-difference
B) to emphasize competitors' points-of-difference
C) to rationalize competitors' perceived points-of-difference
D) to globalize competitors' perceived points-of-difference
E) to negate competitors' perceived points-of-difference

Question 37

A brand mantra should be ________.

A) original, ambiguous, and straightforward
B) unique, complex, and inspirational
C) communicative, simple, and inspirational
D) competitive, sensitive, and simple
E) unique, sensitive, and explanatory

Question 38

Which of the following statements about brand mantras is true?

A) They guide only major decisions, they have no influence on mundane decisions.
B) Their influence does not extend beyond tactical concerns.
C) They must economically communicate what the brand is and avoid communicating what it is not.
D) They can provide guidance about what ad campaigns to run and where and how to sell the brand.
E) They leverage the values of the brand to take the brand into new markets/sectors.

Question 39

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

A) points-of-conflict
B) points-of-parity
C) points-of-inflection
D) points-of-difference
E) points-of-presence

Question 40

Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________ allows the brand to create a point-of-parity (POP)on taste and a point-of-difference (POD)on health with respect to quick-serve restaurants such as McDonald's and Burger King and, at the same time, a POP on health and a POD on taste with respect to health food restaurants and cafés.

A) Category-based positioning
B) Need-based positioning
C) Noncomparitive positioning
D) Straddle positioning
E) Price-quality positioning

Question 41

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

A) channel differentiation
B) services differentiation
C) employee differentiation
D) image differentiation
E) product differentiation

Question 42

Which of the following is an example of channel differentiation?

A) Berry's has an intensive training program for its customer-facing employees, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 43

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?

A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes

Question 44

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

A) service
B) employee
C) image
D) product
E) channel

Question 45

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 ________.

A) relying on the product descriptor
B) focusing on reliability
C) comparing to exemplars
D) announcing category benefits
E) identifying counter examples

Question 46

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?

A) service differentiation
B) channel differentiation
C) image differentiation
D) product differentiation
E) employee differentiation

Question 47

________ is a company's ability to perform in one or more ways that competitors cannot or will not match.

A) Brand positioning
B) Market research
C) Competitive advantage
D) Competitor analysis
E) Competitive intelligence

Question 48

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 ________.

A) points-of-difference
B) points-of-presence
C) points-of-inflection
D) points-of-parity
E) points-of-conflict

Question 49

Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To communicate its unique position-and to avoid association with its Explorer and Country Squire models-the vehicle, eventually called Freestyle, was designated a "sports wagon". According to the given scenario, Ford Motor Co. conveyed their brand's category membership by ________.

A) announcing category benefits
B) identifying counter examples
C) relying on the product descriptor
D) focusing on reliability
E) comparing to exemplars

Question 50

Singapore Airlines is well regarded in large part because of the excellence of its flight attendants. This is an example of ________ differentiation.

A) image
B) services
C) product
D) employee
E) channel

Question 51

Industrial tools claiming to have durability, and antacids announcing their efficacy convey a brand's category membership by ________.

A) relying on the product descriptor
B) comparing to exemplars
C) announcing category benefits
D) communicating deliverability variables
E) identifying counter examples

Question 52

SJC is a new retailer that targets the youth market. SJC needs to make an impression using advertising, and decides to use funny or irreverent ads to get its point across. Each ad features one of SJC's competitors and conveys an advantage SJC has over that competitor. Which of the following is the company using to convey its membership in the retail segment?

A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes

Question 53

Which of the following ways to conveying a brand's category membership relates to well-known,
Noteworthy brands in a category helping a brand specify its category membership?

A) comparing to exemplars
B) communicating deliverability variables
C) identifying counter examples
D) announcing category benefits
E) relying on the product descriptor

Question 54

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 ________.

A) negatively correlated
B) always correlated
C) directly proportional
D) never correlated
E) positively correlated

Question 55

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

A) Use Zipex for quick and thorough cleaning.
B) Barry's Oats, when you want nutrition and flavor.
C) Clarity offers you the best prices for the best quality.
D) Choose Grissom's for an unparalleled shopping experience.
E) Chloe: All you need for a beautiful you.

Question 56

Which of the following is an example of services differentiation?

A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 57

Which of the following is an example of image differentiation?

A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its appliances before buying them.

Question 58

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

A) sustainable advantage
B) leverageable advantage
C) realistic advantage
D) rational advantage
E) distinct advantage

Question 59

The typical approach to positioning is to inform consumers of a brand's category membership before stating its ________,

A) point-of-parity
B) point-of-difference
C) point-of-conflict
D) point-of-weakness
E) point-of-presence

Question 60

Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

A) comparing to exemplars
B) relying on the product descriptor
C) announcing category benefits
D) focusing on reliability
E) persuasion based on believability

Question 61

Which of the following statements about the branding guidelines for a small business is true?

A) A small business must creatively conduct low-cost marketing research.
B) A small business must avoid leveraging secondary brand associations.
C) A small business must separate the well-integrated brand elements to enhance both brand awareness and brand image.
D) A small business must disintegrate the brand elements to maximize the contribution of each of the three main sets of brand equity drivers.
E) A small business must focus on building more than two strong brands based on a number of associations.

Question 62

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

A) resilience
B) innovativeness
C) insensitivity
D) reliability
E) expertise

Question 63

A company which can differentiate itself by designing a better and faster delivery system that provides more effective and efficient solutions to consumers is most likely using ________ differentiation.

A) services
B) channel
C) image
D) product
E) employee

Question 64

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

Question 65

Which of the following traits of a brand's ability to become a lovemark implies empathy, commitment, and passion?

A) practicality
B) sensuality
C) morality
D) mystery
E) intimacy

Question 66

Which of the following traits of a brand's ability to become a lovemark keeps the five senses of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and tastes, music, and other such stimuli?

A) sensuality
B) intimacy
C) mystery
D) practicality
E) sensitivity

Question 67

A supplier creates better information systems, and introduces bar coding, mixed pallets, and other methods of helping the consumer. The supplier is most likely to be differentiated on its ________.

A) innovativeness
B) reliability
C) insensitivity
D) resilience
E) accuracy

Question 68

Which of the following traits of a brand's ability to become a lovemark relates to drawing together stories, metaphors, dreams, and symbols?

A) intimacy
B) mystery
C) insensitivity
D) sensuality
E) practicality

Question 69

Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that connect to
People's memories, associations, and stories.

A) cultural branding
B) narrative branding
C) brand journalism
D) emotional branding
E) personal branding

Question 70

Suppliers who are better at handling emergencies, product recalls, and inquiries are most likely to be differentiated based on their ________.

A) innovativeness
B) thoroughness
C) resilience
D) insensitivity
E) reliability

Question 71

All marketing strategy is built on segmentation, targeting, and positioning.

Question 72

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

Question 73

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the way the narrative logic unfolds over time, including actions, desired experiences, defining events, and the moment of epiphany?

A) language
B) pitch
C) cast
D) setting
E) narrative arc

Question 74

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

Question 75

The competitive frame of reference defines which other brands a brand competes with.

Question 76

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

Question 77

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

Question 78

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?

A) narrative arc
B) context
C) language
D) setting
E) cast

Question 79

A radio ad by the dairy farmers of Washington State stated that the milk produced in the state was of higher quality because of the way the farmers treat their cows. They said that the difference comes from how comfortable they make their cows. Among others, this differentiation could certainly appeal to animal lovers and those moving toward organic products. This is an example of ________.

A) personnel differentiation
B) channel differentiation
C) service differentiation
D) product differentiation
E) image differentiation

Question 80

Which element of a brand story framework do Randall Ringer and Michael Thibodeau relate to the time, place, and context of the brand story?

A) cast
B) pitch
C) narrative arc
D) setting
E) language