Exam 10: Crafting the Brand Positioning

A ________ is an external translation that attempts to creatively engage consumers.

Coca Cola introduced zero-calorie,Coke Zero,and assured health conscious consumers that it tastes as good as the original.What does the company assure by doing this?

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 ________.

Consumers should understand what the brand stands for,and not just what it is not.

________ are visual representations of consumer perceptions and preferences.

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

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 ________.

Belling is a chain of coffee shops.List possible competitors first from an industry point of view and then from the market point of view.

Positioning requires that marketers define and communicate only the differences between their brand and its competitors.

Category points-of-parity are associations designed to overcome perceived weaknesses of the brand.

Companies cannot achieve differentiation by differentiating their channels,as this is not the purpose of a distribution channel.

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

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

Belling wants to analyze the threats posed by its competitors.Which three variables must it monitor to achieve this?

Provide three examples of negatively correlated attributes and benefits.

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

With the help of an example,explain why a company's competition may not be from companies in the same category.

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

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

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