Exam 7: Crafting the Brand Positioning and Competing Effectively

What are the five elements of narrative branding as described by Randall Ringer and Michael Thibodeau?

If Microsoft announces plans for a new-product development, smaller firms may choose to concentrate their development efforts in other directions to avoid head-to-head competition. In this example, Microsoft is employing a ________ defense strategy.

American Girl dolls tap into mother-daughter relationship and the cross-generational transfer of femininity. This is an example of a narrative arc.

The ________ defines which other brands a brand competes with and therefore which brands should be the focus of competitive analysis.

Name and briefly describe two less-structured alternative approaches to competitive brand positioning.

Using the market approach, ________ are defined as companies that satisfy the same customer need.

Which of the following statements about brand mantras is True?

The goal of positioning is to ________.

Define a brand mantra and provide an example of a brand mantra.

The nicher achieves high sales volume, whereas the mass marketer achieves high margin.

The three criteria that determine whether a brand association can truly function as a point-of-difference are ________.

An alternative to being a market follower in a large market is to be a leader in a small market. This type of competitor is called a ________.

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

What are the requirements for deciding on a positioning strategy?

There are three key consumer criteria that determine whether a brand association can truly function as a point-of-difference. When the Westin Stamford hotel in Singapore advertised that it was the world's tallest hotel, it attempted to create a point-of-difference (POD). Discuss whether this attempt to create a POD would be likely to succeed.

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

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

An example of communicating category membership by relying on the product descriptor is Ford's positioning of its Freestyle automobile, which combines the attributes of an SUV, a minivan, and a station wagon, as a "sports wagon."

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

________ defense involves occupying the most desirable market space in the minds of the consumers and making the brand almost impregnable.