Question 1

The preferred approach to positioning is to inform consumers of a brand's membership before stating its ________.

Accepted Answer

Before stating a brand's point-of-difference, it is important to inform consumers of its membership or category. This helps consumers understand the context in which the brand is operating and creates a framework for the communication of the brand's unique attributes.

Question 2

There are at least three key consumer desirability criteria for PODs (points-of-difference): relevance,distinctiveness,and ________.

Accepted Answer

The third key consumer desirability criterion for PODs is believability, which refers to the extent to which consumers find the point of difference believable and credible.

Question 3

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

Accepted Answer

Positioning involves creating a unique value proposition that speaks directly to the target market's needs or desires. This value proposition is the reason why the target market should buy the product, and it should be customer-focused to ensure that it resonates with the audience. Therefore, the best choice is B, a customer-focused value proposition. The other options are not necessarily the result of successful positioning.

Question 4

As part of the strategic brand management process,each company and offering must represent a distinctive ________ in the mind of the target market.

Accepted Answer

The distinctive "big idea" is a key component of a strong brand and is what sets it apart in the mind of the target market. It is the unique and memorable concept or message that a brand stands for and conveys to consumers. Therefore, it is essential for each company and offering to have a distinctive big idea to create a strong brand that stands out from competitors. Choices A, D, and E are not accurate because they do not refer to a specific component of the strategic brand management process. Choice B, "cell," is not relevant to the given context.

Question 5

Which of the following best describes Volvo's value proposition

Accepted Answer

Volvo's value proposition is that they sell the safest and most durable wagons/cars for families, emphasizing on safety as their key differentiator in the market.

Question 6

All of the following would be considered to be among examples of negatively correlated attributes and benefits EXCEPT ________.

Accepted Answer

Supply and demand are positively correlated, meaning that as supply increases, demand also tends to increase. The other options listed are examples of negatively correlated attributes and benefits. For example, when a product is low-priced, it is often associated with lower quality, creating a negative correlation between price and quality. Similarly, a product that has a powerful performance may be seen as less safe, creating a negative correlation between those two attributes. Lastly, a food item that is nutritious may not always taste good, creating a negative correlation between those two benefits.

Question 7

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

Accepted Answer

Positioning refers to the act of designing a company's offering and image to occupy a distinctive place in the minds of the target market. This involves analyzing the customer needs and preferences and identifying a unique value proposition that differentiates the company from competitors. Product conceptualization, promotion presentation, performance imaging, and pre-product launching are not a part of the positioning process.

Question 8

A brownie mix might claim to taste great and support this claim by including high-quality ingredients or by showing users delighting in its consumption,thereby communicating its membership of the baked desserts category through ________.

Accepted Answer

By highlighting the high-quality ingredients and the great taste, the brownie mix is announcing the benefits of its category, which is baked desserts.

Question 9

Points-of-parity are driven by the needs of category membership and ________.

Accepted Answer

Points-of-parity are attributes or benefits that are not necessarily unique to the brand but may be shared with other brands. They are driven by the necessity of negating competitors' points-of-difference (PODs) to ensure that a brand is not at a disadvantage.

Question 10

________ are typically the least desirable level to position a brand's points-of-difference,in part because competitors can easily copy them.

Accepted Answer

Points-of-difference that are based on attributes (such as the physical characteristics of a product) are typically the easiest for competitors to copy, making them a less desirable level to position a brand's points-of-difference. Benefits, attitudes, values, and messages can be more difficult for competitors to replicate.

Question 11

A starting point in defining a competitive frame of reference for a brand positioning is to determine ________-the products or sets of products with which a brand competes and which function as close substitutes.

Accepted Answer

Category membership refers to the specific products or product categories in which a brand competes. It is important to define this competitive frame of reference in order to effectively position the brand and differentiate it from its competitors. Functional membership refers to products that serve a similar function, but may not be direct substitutes, while value membership and demand field are not relevant to defining the competitive frame of reference. Competitive field is a similar concept to category membership, but may also include indirect competitors or alternative solutions.

Question 12

Which of the following desirability criteria asks a question such as "Is the positioning preemptive,defensible,and difficult to attack" when determining a POD (point-of-difference)

Accepted Answer

The desirability criteria that asks about the preemptiveness, defensibility, and difficulty to attack of a POD is sustainability. Feasibility refers to whether the POD can be implemented, communicability asks if the POD can be easily communicated to the target market, knowledgeable refers to whether the POD is based on expertise or knowledge, and value orientation considers whether the POD aligns with the values of the target market.

Question 13

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

Accepted Answer

Points-of-parity are attributes or associations that are not unique to a brand and may be shared with other brands in the same category. These points help consumers understand how a brand fits into the broader market and provide a baseline for comparison with other brands.

Question 14

Which of the following terms is most closely associated with the following 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"

Accepted Answer

Points-of-difference are the attributes or benefits that customers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. This helps to differentiate the brand from competitors in the minds of the consumers. Brand image refers to the overall impression or image of the brand. Points-of-parity are the similarities or associations that a brand shares with other brands in the same category. Points of value refer to the unique benefits or values that a brand offers to its customers. Brand concept refers to the overall idea or concept of the brand.

Question 15

When BMW created ________ with its "luxury and performance" approach,it was able to maximize both attributes and benefits.

Accepted Answer

A straddle position is defined as a strategy in which a company tries to optimize two incompatible attributes or benefits. In this case, BMW straddled luxury and performance, maximizing both attributes to create a unique selling proposition. This approach helped BMW establish itself as a premium brand and differentiate itself from competitors.

Question 16

Marketers must decide at which level to anchor the brand's points-of-differences.At the lowest level are ________.For example,Dove soap can talk about the fact that it is one-quarter cleansing cream.

Accepted Answer

Brand attributes are the specific characteristics or features of a product, such as Dove soap's one-quarter cleansing cream, which marketers use to differentiate the brand at the lowest level.

Question 17

To achieve a point-of-parity (POP)on a particular attribute or benefit,a sufficient number of consumers must believe that the brand is "________" on that dimension.

Accepted Answer

To achieve a point-of-parity (POP) on a particular attribute or benefit, the brand does not have to be the best, but simply "good enough" in the eyes of a sufficient number of consumers. Being neutral or marginal may not be enough to create a strong POP, and being "most excellent" or solely service-based may not even be relevant to the specific attribute or benefit.

Question 18

There are three main ways to convey a brand's category membership: announcing category benefits,________,and relying on the product descriptor.

Accepted Answer

Comparing to exemplars, or other well-known brands within the category, can help convey a brand's category membership. This can be particularly effective for new or lesser-known brands that may not have the same level of recognition within the category. Announcing category benefits and relying on product descriptors can also be effective, but they may not be as attention-grabbing or memorable as using exemplars. Overt publicity and industry trade press may be useful for promoting a brand's category membership within specific audiences, but they may not reach a broader consumer base. Preference positions, or highlighting a brand's unique selling points or attributes, may also be effective for differentiating the brand within its category, but they may not necessarily convey the brand's category membership.

Question 19

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

Accepted Answer

STP stands for segmentation, targeting, and positioning. Therefore, the missing element is positioning, which is a crucial component of developing a marketing strategy.

Question 20

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 attributes or benefits that make up the points-of-parity and points-of-difference are negatively correlated, meaning that improving one attribute may lead to a decrease in another, making it challenging to create a strong, competitive brand positioning.

Quiz 10: Crafting the Brand Positioning