Question 1

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 ________.

Accepted Answer

Many of the attributes or benefits that make up the points-of-parity and points-of-difference are negatively correlated because they are often trade-offs. For example, a brand might be known for having high quality, but at the cost of being expensive. These attributes have an inverse relationship, making it difficult to create a strong brand positioning that balances them both.

Question 2

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

Accepted Answer

Competitive advantage refers to a company's unique ability to provide value to its customers in a way that competitors cannot, whether it be through cost leadership, product differentiation, or other factors. This advantage is what sets a company apart from its competitors and allows it to succeed in the marketplace.

Question 3

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 brand ________.

Accepted Answer

These are all examples of brand slogans or taglines.

Question 4

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

Accepted Answer

The answer of Points-of-parity are important while designing brand mantras...

Question 5

Brand ________ 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.

Accepted Answer

Mantras are short phrases that capture the essence of the brand and serve as a reminder to employees about what the brand stands for. Symbols and logos are visual representations of the brand, while alliances and extensions refer to partnerships and product lines respectively.

Question 6

Straddle positions ________.

Accepted Answer

Straddle positions refer to the marketing strategy of offering products or services that appeal to different customer segments with varying needs or preferences. This allows brands to expand their market coverage and potential customer base, ultimately increasing their revenue and profits. The other options do not accurately describe the purpose or function of straddle positions in marketing.

Question 7

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

Accepted Answer

Employee differentiation refers to companies having better-trained personnel who provide superior customer service.

Question 8

A brand mantra should be ________.

Accepted Answer

A brand mantra should be communicative and clearly communicate the brand's essence in a simple and inspirational way. It should be easy to remember and help guide all aspects of the brand's strategy and messaging. Being overly complex or ambiguous can make it difficult for consumers to understand and remember what the brand stands for. Additionally, being competitive or sensitive are not necessarily qualities that are relevant for a brand mantra.

Question 9

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

Accepted Answer

Emphasizing that Dove soap helps users have softer skin would be the best choice for anchoring a point-of-difference on brand benefits. This benefit is unique to Dove and sets it apart from other soap brands that may not provide the same level of moisturization.

Question 10

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

Accepted Answer

The purpose of competitive points-of-parity is to negate competitors' perceived points-of-difference by showing that your product or brand can deliver the same benefits or features, thereby reducing the uniqueness or superiority of the competitor's product or brand. This helps to level the playing field and make your product or brand more appealing to customers who may be considering your competitor.

Question 11

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

Accepted Answer

A leverageable advantage is one that can be used to create even more advantages, such as by using it as a competitive edge to gain more market share or by using it to create new products or services. Sustainability, realism, rationality, and distinctiveness are also important qualities of an advantage, but they do not necessarily imply that the advantage can be leveraged in this way.

Question 12

American Express' "World-Class Service, Personal Recognition," Mary Kay's "Enriching women's lives," Hallmark's "Caring Shared," and Starbucks' "Rewarding Everyday Moments" are examples of brand ________.

Accepted Answer

These phrases are all examples of brand mantras, which serve as concise expressions of a brand's overall positioning and values.

Question 13

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

Accepted Answer

Marketers focus on brand benefits when choosing points-of-parity and points-of-difference for brand positioning, as these benefits directly influence consumer perceptions and choices.

Question 14

________ are visual representations of consumer perceptions and preferences.

Accepted Answer

Perceptual maps are visual representations of consumer perceptions and preferences. They help marketers understand how consumers perceive different brands in the market and how they are positioned relative to each other. They help in identifying potential gaps in the market that can be exploited by new brands, and also help in developing effective marketing strategies that resonate with the target audience.

Question 15

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 ________.

Accepted Answer

Category points-of-parity are essential for a brand to be considered a legitimate player within a specific category. In Nivea's case, despite its established reputation for gentleness and care in skin creams, it needed to ensure its deodorants were perceived as strong, its shampoos as cleansing, and its cosmetics as colorful to meet the basic expectations for those product categories.

Question 16

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

Accepted Answer

A slogan is a short, catchy phrase that reflects a brand's positioning and value proposition. It is often used in advertising and marketing to communicate and reinforce the brand's message to consumers. A brand extension refers to the use of an established brand name on a new product or service in a different category, while a brand architecture refers to the overall structure and hierarchy of a brand portfolio. A brand vision is a long-term statement about where the brand wants to go, and an alliance is a partnership between brands or companies. Therefore, the best choice is D) slogan.

Question 17

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

Accepted Answer

Brand mantras are short phrases or taglines that encapsulate the essence of a brand. They are designed to communicate what makes a brand unique and set it apart from its competitors. Therefore, the best answer is D, difference, as it accurately reflects the purpose of a brand mantra.

Question 18

Which of the following statements about brand mantras is true?

Accepted Answer

Brand mantras can indeed provide guidance on various aspects of brand management, including advertising campaigns and sales strategies, by encapsulating the brand's essence and core values.

Question 19

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

Accepted Answer

Competitive points-of-parity are associations designed to overcome perceived weaknesses of the brand and establish essential similarities and compatibility with other brands in the same category. This helps to meet the basic requirements of the customers and offer value for money.

Question 20

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 points-of-________.

Accepted Answer

Points-of-difference are unique and distinctive characteristics or benefits that distinguish a brand from its competitors. In more stable categories, where extensions to distinct categories are less likely, the brand mantra may focus more exclusively on highlighting these points-of-difference.

Quiz 10: Crafting the Brand Positioning