Exam 3: Branding Strategy

Lean Cuisine is a brand name that also highlights its unique selling point.

What is a USP? Explain your answer with an example.

Over time, consumers start associating specific colouring with a brand and they know exactly what they are looking for when they are trying to spot a brand on the store shelf. This illustrates the importance of

Molson Canadian changed its ___________ in recent years to "I am Canadian."

What is innovation positioning? Use an example to illustrate your answer.

Despite many consumer reports citing the reliability of Honda cars, Jim will only buy General Motors' vehicles. This is an example of

A trademark is granted legal protection so that only the owner can use it.

Explain why the textbook refers to marketing communications as the "voice" of a brand's positioning strategy.

In this step in the brand-building process, brand managers alter, expand and rejuvenate brands to retain their position in the marketplace.

The package is what consumers look for when they are contemplating a purchase.

The brand building process involves three steps: identifying brand values and positioning strategy, measuring and interpreting brand performance, and growing and sustaining brand equity.

McDonald's in 2011 embarked on a rebranding strategy. To do so they needed a good positioning strategy that included all of the following elements EXCEPT being

In this step of building the brand, brand managers identify key attributes and benefits their brand will deliver for consumers.

For durable goods, like cars and computers, which are not sold in "packages", a key influencer in the buying decision is the

An attribute is a descriptive feature of a product, while a benefit is the value a customer attaches to a brand attribute.

Coke is a trademark as well as a brand name.

A __________ positioning strategy communicates meaningful attributes and benefits of a product to a target market.

The automobile industry uses psychographic information to develop campaigns using emotional appeal techniques and vivid imagery. This is an example of

Describe the elements that influence brand choices by consumers.

The value a customer derives from a brand over and above the value derived from the physical attributes is called