Question 1

Characterize the differences between style, fashion, and fad life cycles.

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Question 2

With respect to positioning, explain points-of-parity and points-of-difference.

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Question 3

an example of how a brand can be affiliated with a category in which it does not hold membership.

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Question 4

It is not uncommon for a brand to identify more than one actual or potential competitive frame of reference. List what Starbucks could define as very distinct set of competitors, and suggest what possible POPs and PODs as a result.

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Question 5

There are three main ways to convey a brand's category membership. Name and explain the three ways.

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Question 6

Brands can be differentiated on the basis of many variables; however, four differentiation strategies are emphasized in the text. List and briefly characterize the four differentiation strategies.

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Question 7

The product life-cycle's bell-shaped curve is generally depicted as being divided into four stages. Briefly, name and characterize each of the four stages.

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Question 8

In choosing points-of-difference, list three criteria that can determine whether a brand association can truly function as POD.

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Question 9

A company's positioning and differentiation strategy must change as the product, market, and competitors change over the product life cycle. To say that a product has a life cycle is assert four things. What are those four things?

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Question 10

Characterize an organization's strategies with respect to product, price, distribution, and advertising for a product in its maturity stage of the product life cycle. Use information found in the summary table on the product life cycle to construct your answer. Be sure to characterize each of the four strategic areas mentioned.

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Quiz 10: Crafting the Brand Position