Deck 10: Crafting the Brand Positioning

Question 1

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.

Answer 1

D

Question 2

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

Answer 2

D

Question 3

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

Answer 3

C

Question 4

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 5

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

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

Question 6

________ 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

Question 7

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 8

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

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

Question 9

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 10

________ 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 11

Coca Cola introduced zero-calorie,Coke Zero,and assured health conscious consumers that it tastes as good as the original.What does the company assure by doing this?

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

Question 12

________ 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 13

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

Question 14

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 15

________ 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 16

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 17

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 18

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 19

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 20

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

Question 21

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 22

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 23

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 24

A ________ is an external translation that attempts to creatively engage consumers.

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

Question 25

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 26

________ are visual representations of consumer perceptions and preferences.

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

Question 27

Coca Cola introduced zero-calorie,Coke Zero,and assured health conscious consumers that it tastes as good as the original.What did the company try to build when they conveyed the fact that Coke Zero contained almost zero calories per liter and hence is a healthier alternative?

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

Question 28

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 29

________ 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 30

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 31

BMW's "The ultimate driving machine," and American Express' "Don't leave home without it," are all examples of ________.

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

Question 32

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 33

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 34

________ 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 35

BMW positioned itself as the only car that offered both luxury and performance.It was able to achieve a point-of-difference on performance and a point-of-parity on luxury with respect to other car brands.This is an example of ________.

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

Question 36

A brand mantra should be ________.

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

Question 37

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 38

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 39

McDonald's brand philosophy of "Food,Folks,and Fun" is an example of ________.

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

Question 40

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 41

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)personnel
E)channel

Question 42

A chicken stock cube might attain membership in the seasoning category by claiming the benefit of great taste and support this benefit claim by possessing high-quality ingredients (performance)or by showing users delighting in its consumption (imagery).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 43

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 44

Marlboro's "macho cowboy" image has struck a responsive chord with much of the cigarette-smoking public.This is an example of ________.

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

Question 45

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 46

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 47

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 48

To capitalize on the advantage that an MNC brings to the perception of quality,local brand Videocon positioned itself as an "Indian MNC" in its tagline.The company conveyed its 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 49

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 50

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 51

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)personnel differentiation
D)image differentiation
E)product differentiation

Question 52

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 53

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)innovative
B)reliability
C)insensitivity
D)resilience
E)accuracy

Question 54

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 55

The ____________ that follows the brand name is often a concise means of conveying category origin.

A)exemplars
B)product descriptor
C)category benefits
D)deliverability variables
E)counter examples

Question 56

________ 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 57

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

Question 58

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 59

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 60

When Tommy Hilfiger was an unknown brand,advertising announced his membership as a great U.S.designer by associating him with 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 61

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

Question 62

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

Question 63

Category points-of-parity may change over time due to technological advances,legal developments,or consumer trends.

Question 64

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

Question 65

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

Question 66

Category points-of-parity are unique to a brand.

Question 67

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 68

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

Question 69

The industry concept of competition reveals a broader set of actual and potential competitors than competition defined in just the market concept.

Question 70

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 71

Points-of-parity are attributes or benefits consumers strongly associate with a brand and believe that they could not find to the same extent with a competitive brand.

Question 72

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

Question 73

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

Question 74

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 75

Trying to be all things to all people leads to highest-common-denominator positioning,which is typically effective.

Question 76

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

Question 77

Using the industry approach,competitors are defined as companies that satisfy the same customer need.

Question 78

Associations that make up points-of-difference are based exclusively on product features.

Question 79

A competitive point-of-parity negates competitors' perceived points-of-difference.

Question 80

To analyze its competitors,a company needs to gather information about both the real and the perceived strengths and weaknesses of each competitor.