Question 1

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

Accepted Answer

Personnel differentiation refers to distinguishing a company's offering by the quality, skills, and knowledge of its employees. Singapore Airlines is able to differentiate itself by having exceptional flight attendants.

Question 2

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?

Accepted Answer

The brand's category membership is being conveyed through the announcement of category benefits, specifically great taste and high-quality ingredients.

Question 3

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?

Accepted Answer

Comparing to exemplars involves using well-known, noteworthy brands in a category to help specify a brand's category membership, which is exactly what is described in the question. The other answer choices do not relate to this specific method of conveying a brand's category membership.

Question 4

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

Accepted Answer

The "macho cowboy" image used by Marlboro is an example of image differentiation, where a company uses a unique image or identity to distinguish its product from competitors.

Question 5

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?

Accepted Answer

The answer of A well-known car manufacturing company introduces a...

Question 6

A ________ 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 gain further advantages or opportunities. It provides a platform for the company to leverage its strengths and develop new capabilities. This type of advantage is valuable because it allows the company to continuously improve and innovate, staying ahead of competitors. A sustainable advantage is one that can be maintained over a long period of time, a realistic advantage is achievable but may not necessarily be unique or valuable, a rational advantage is based on logical reasoning but may not differentiate the company from others, and a distinct advantage is unique and sets the company apart but may not be leverageable.

Question 7

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.

Accepted Answer

The answer of A company which can differentiate itself by...

Question 8

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 ________.

Accepted Answer

Videocon positioned itself as an "Indian MNC" in its tagline. This means that the company relied on the product descriptor to convey its brand's category membership.

Question 9

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 10

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

Accepted Answer

The typical approach to positioning is to inform consumers of a brand's category membership before stating its point-of-difference, which is a unique benefit or value that sets the brand apart from competitors. This helps to create a distinct and memorable image in the consumer's mind and reinforce why they should choose that brand over others in the same category.

Question 11

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

Accepted Answer

Personnel differentiation refers to companies having better-trained and more skilled employees who provide superior customer service compared to their competitors.

Question 12

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

Accepted Answer

Randall Ringer and Michael Thibodeau argue that branding is based on deep metaphors that connect to people's memories, associations, and stories. Narrative branding emphasizes storytelling and the use of metaphors to establish a brand's identity and emotional connection with consumers. Cultural branding is focused on the cultural associations that a brand creates, emotional branding focuses on creating an emotional bond between customers and a brand, and personal branding is centered on an individual's reputation and identity. Although brand journalism can use storytelling to promote a brand, it is more focused on creating journalistic content to inform and engage audiences. Therefore, the best choice is narrative branding, which aligns with Ringer and Thibodeau's viewpoint on branding.

Question 13

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 ________.

Accepted Answer

The actions taken by the supplier indicate an inclination towards innovation, by creating better information systems and introducing new methods such as bar coding and mixed pallets. This sets them apart from other suppliers and leads to differentiation based on their innovative approach.

Question 14

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

Accepted Answer

The industrial tools and antacids are using category benefits to convey their brand's category membership. Durability and efficacy are benefits that are associated with industrial tools and antacids respectively, hence they are announcing these benefits to communicate their category membership.

Question 15

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

Accepted Answer

A product descriptor is typically a word or phrase that follows the brand name and provides information about the category or type of product being sold. For example, "Coca-Cola Classic" uses the descriptor "Classic" to indicate that it is the original formulation of the soda. The descriptor helps to differentiate the product from other versions or competitors in the same category.

Question 16

________ 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 ability to outperform its competitors in a specific area, such as having unique technology, lower costs, or stronger brand recognition. This allows the company to differentiate itself from competitors and gain a larger market share.

Question 17

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

Accepted Answer

The element of the brand story framework that relates to the time, place, and context of the brand story is the setting.

Question 18

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?

Accepted Answer

By featuring SJC's competitors in the ads and conveying advantages that SJC has over them, the company is comparing to exemplars in the retail segment. This helps to convey SJC's membership in the market and set it apart from other competitors.

Question 19

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

Accepted Answer

Dependability in on-time delivery, order completeness, and order-cycle time are characteristics of supplier reliability.

Question 20

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 ________.

Accepted Answer

Tommy Hilfiger conveyed the brand's category membership by comparing himself with recognized members of that category, such as Calvin Klein and Perry Ellis. This strategy is known as comparative advertising or comparative marketing, where a brand compares itself to similar or better-known brands to establish its credentials or superiority.

Quiz 10: Crafting the Brand Positioning