Question 1

What are the requirements for deciding on a positioning strategy?

Accepted Answer

Positioning requires that marketers define and communicate similarities and differences between their brand and its competitors. Specifically, deciding on a positioning requires:
• determining a frame of reference by identifying the target market and relevant competition
• identifying the optimal points-of-parity and points-of-difference brand associations given that frame of reference
• creating a brand mantra to summarize the positioning and essence of the brand

Question 2

Provide three examples of negatively correlated attributes and benefits.

Accepted Answer

1) Exercise and weight loss: As exercise increases, weight loss typically increases. This negative correlation means that the more you exercise, the less you weigh.

2) Stress and mental health: As stress levels decrease, mental health typically improves. This negative correlation means that reducing stress can lead to better mental well-being.

3) Smoking and lung health: As smoking decreases, lung health typically improves. This negative correlation means that quitting smoking can lead to better lung function.

Question 3

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

Accepted Answer

Points-of-difference (PODs) are 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. Points-of-parity (POPs), on the other hand, are associations that are not necessarily unique to the brand but may in fact be shared with other brands.

Question 4

How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.

Accepted Answer

A loyal brand community can greatly supp

Question 5

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

Accepted Answer

A)  parity 
B)  difference 
C)  inflection 
D)  presence 
E)  divergence 
A)  parity 
B)  difference 
C)  inflection 
D)  presence 
E)  divergence

Question 6

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?

Accepted Answer

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

Question 7

A brand must demonstrate ________, for it to function as a true point-of-difference.

Accepted Answer

A)  clear superiority of 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 
A)  clear superiority of 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 8

ESPN Zone restaurants tap into competitive masculinity and American Girl dolls tap into mother-daughter relationship and the cross-generational transfer of femininity. These are examples of narrative arcs.

Accepted Answer

A) True 
 B)False

Question 9

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

A)  resilience 
B)  innovativeness 
C)  insensitivity 
D)  reliability 
E)  expertise 
A)  resilience 
B)  innovativeness 
C)  insensitivity 
D)  reliability 
E)  expertise

Question 10

Describe three methods by which a brand can communicate category membership.

Accepted Answer

There are three main ways to convey a br

Question 11

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

Accepted Answer

A)  cultural branding 
B)  narrative branding 
C)  brand journalism 
D)  emotional branding 
E)  personal branding 
A)  cultural branding 
B)  narrative branding 
C)  brand journalism 
D)  emotional branding 
E)  personal branding

Question 12

If Barry compares his organization's products to those of leaders in the field, then he is conveying category membership by "comparing to exemplars."

Accepted Answer

A) True 
 B)False

Question 13

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

Accepted Answer

A) True 
 B)False

Question 14

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

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

Question 15

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

Accepted Answer

A)  parity 
B)  difference 
C)  conflict 
D)  weakness 
E)  presence 
A)  parity 
B)  difference 
C)  conflict 
D)  weakness 
E)  presence

Question 16

Which of the following statements about brand mantras is true?

Accepted Answer

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. 
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 17

While creating a loyal brand community is useful for large companies, it is not cost-effective for small firms.

Accepted Answer

A) True 
 B)False

Question 18

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

Accepted Answer

A) True 
 B)False

Question 19

Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

Accepted Answer

A)  comparing to exemplars 
B)  relying on the product descriptor 
C)  announcing category benefits 
D)  focusing on reliability 
E)  persuasion based on believability 
A)  comparing to exemplars 
B)  relying on the product descriptor 
C)  announcing category benefits 
D)  focusing on reliability 
E)  persuasion based on believability

Question 20

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

Accepted Answer

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 
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

Exam 10: Crafting the Brand Positioning

What are the requirements for deciding on a positioning strategy?

Provide three examples of negatively correlated attributes and benefits.

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

How does a loyal brand community support the positioning and branding of a small business? Provide an example to support your explanation.

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

Philip Morris bought Miller Brewing and launched low-calorie beer, at a time when consumers had the impression that low-calorie beer does not taste as good as normal beer. What does the company assure by stating that the beer tastes good?

A brand must demonstrate ________, for it to function as a true point-of-difference.

ESPN Zone restaurants tap into competitive masculinity and American Girl dolls tap into mother-daughter relationship and the cross-generational transfer of femininity. These are examples of narrative arcs.

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

Describe three methods by which a brand can communicate category membership.

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

If Barry compares his organization's products to those of leaders in the field, then he is conveying category membership by "comparing to exemplars."

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

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 ________.

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

Which of the following statements about brand mantras is true?

While creating a loyal brand community is useful for large companies, it is not cost-effective for small firms.

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

Tums claims to have the most acid-reducing components of any antacid. In what way is the brand's category membership being conveyed?

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

Defining Marketing for the New Realities

Developing Marketing Strategies and Plans

Collecting Information and Forecasting Demand

Conducting Marketing Research

Creating Long-Term Loyalty Relationships

Analyzing Consumer Markets

Analyzing Business Markets

Tapping Into Global Markets

Identifying Market Segments and Targets

Creating Brand Equity

Addressing Competition and Driving Growth

Setting Product Strategy

Designing and Managing Services

Introducing New Market Offerings

Developing Pricing Strategies and Programs

Designing and Managing Integrated Marketing Channels

Managing Retailing, Wholesaling, and Logistics

Designing and Managing Integrated Marketing Communications

Managing Mass Communications: Advertising, Sales Promotions, Events and Experiences, and Public Relations

Managing Digital Communications: Online, Social Media, and Mobile

Managing Personal Communications: Direct and Database Marketing and Personal Selling

Managing a Holistic Marketing Organization for the Long Run

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