Deck 2: Branding and Brand Positioning

Question 1

There are two possible levels of brand positioning.

Answer 1

False

Question 2

According to the T-C-B positioning model, the brand needs to be positioned mainly in terms of its key benefit.

Answer 2

False

Question 3

A manufacturer can use "me-too" central positioning in the category if it is a good quality product at a low price.

Answer 3

True

Question 4

The end-customer target should be defined as all current and potential buyers and users of the brand.

Question 5

The key benefit must be important to the target customer, deliverable by the brand, though not necessarily uniquely deliverable.

Question 6

The comparative strategy uses comparative advertising to try to decrease a competitor's perceived delivery on an important benefit.

Question 7

To choose the best benefit strategy, the manager should perform various "what-if" simulations based on the I-D-U table.

Question 8

"Be-a-brand" role-playing is a popular but not very good way of simulating what if scenarios for competitive brand benefit positioning.

Question 9

Benefit claims for transformationally-motivated products and services should use a benefit-to-positive-emotion structure.

Question 10

The brand or brand item's short-form positioning statement for a given campaign is based only on the T-C-B positioning model.

Question 11

Brand positioning, or "branding," aims to create a unique representation of the brand in customers' minds, a representation that will steer the customer toward choice of that brand.

Question 12

Brand architecture includes sub-brands that can be totally independent of the master brand.

Question 13

Category positioning really means category need positioning.

Question 14

Stakeholder customer types include suppliers, distributors, investors, regulators, and prospective and current employees, but not end-customers.

Question 15

The manager must identify a key benefit that can be an instinctual, an archetypal, an emotional, or a rational benefit.

Question 16

Fishbein's multiattribute model is a popular model for benefit positioning but it is much too complicated for managers to use.

Question 17

The innovation strategy means that you have to come up with a completely new product or service.

Question 18

The strategic options for the benefit strategy cannot be seen by constructing a perceptual map.

Question 19

In the a-b-e benefit claim structure model, attributes are subjective notions of what a product or service offers.

Question 20

Integrated marketing communications means that the brand manager needs only to use "cosmetic" integration.