Exam 6: Brand Positioning Strategy Decisions

Ingrained brand attitudes and consumer familiarity with the market structure makes ________ difficult to achieve.

The headline on the ad for Broilmaster Grill read,"The Most Durable Grill Known to Man." Broilmaster is using a positioning strategy based on:

Consumers looking for a shampoo to help with their dandruff problems are exhibiting:

Consumers who visit websites to gather information while searching for a replacement computer might be considered to be:

Hellmann's "Real Food Movement" emphasized the fact that the mayonnaise was made from only pure ingredients,unlike other sandwich spreads.Prior to this,consumers had chosen spreads based mainly on taste.This focus on the health benefits of "real" food was an attempt to:

With end benefit positioning,marketers make a direct link between a particular brand attribute and the consumer's:

Hellmann's used the healthy positioning of its "Real Food Movement" campaign to partition the market according to:

A market positioning statement:

In light of consumers' beliefs that all banks were pretty much the same,Scotiabank repositioned itself on the basis of enhanced financial services.After building loyalty among its own customers,it used the phrase "You're richer than you think" to differentiate itself from other banks and connect with:

McDonald's has historically employed __________ with communication directed to children featuring Ronald McDonald,while parents received messages of the special time they could enjoy with their family.

Black & Decker introduced its Snakelight as an innovative solution to the problem of trying to hold a flashlight while working.This is an example of positioning by:

The Florida Orange Juice Commission's advertising campaign based around the slogan,"It's not just for breakfast anymore," reflects positioning by:

Marketers will sometimes focus on additional brand benefits that have not been communicated previously.This multiattribute strategy is called:

The need to reposition a brand comes from the analysis of each of the following EXCEPT:

New Balance,which advertises that their shoes are best used for the court,for running,or for walking,is using positioning based on:

Brand position diagrams should show a comparison of competing brands on the basis of ________

A(n)_____ positioning strategy occurs where the individual is motivated for social or individual reasons,and the ads emphasize how good the consumer feels while using the brand.

According to the chapter's opening vignette,Tassimo's new ads featured a "live" barcode of people dressed in black and white to represent the barcode on their distinctive T-Discs.This is an example of Tassimo's new:

Brand position indicates its: