Exam 3: Branding Strategy

The primary attributes and benefits that a brand delivers to consumers are the __________ of the brand.

Dave likes to use Tide detergent to wash his clothes and will usually buy Tide, if it is available at his grocery store. This is an example of

Crest's advertising focuses on the fact that it is the brand preferred by most consumers and dentists. This is an example of

__________ positioning is a strategy often used by brand leaders when they present themselves as a preferred choice among customers.

While at the grocery store, Nancy bought Trident gum because it was the only gum whose name she had heard of. This illustrates

Identify the four steps in the brand building process and explain each step.

Use an example to explain the difference between a trademark and a registered trademark.

Bell Canada's marketing plan includes the following: "To reinforce our leadership position in the long distance market as the most reliable, trustworthy provider." This is an example of a

A marketing strategy based on the premise that consumers search for the best possible value given their economic circumstances is called

The image that marketers desire a brand to have in the minds of consumers is called

Brand names, logos, symbols, characters, packaging and slogans are all examples of

A marketing strategy in which a product presents itself as a preferred choice among customers is called innovation positioning.

What is brand positioning? Describe four different positioning strategies, using examples to illustrate. Describe a brand that you think illustrates a clear positioning strategy.

The primary benefit of a product or service that distinguishes it from its competitors is also called a(n)

The three stages of brand loyalty, in order, are: brand preference, brand recognition, and brand insistence.

A ____________________ develops and implements the marketing plans for the brands he or she is responsible for.

The value (monetary or otherwise) of a brand in the holistic sense to its owner is called brand recognition.

When a brand achieves brand preference, it is on a short list of brand alternatives that a buyer will consider buying.

The use of psychographic information is particularly important for __________ positioning strategies.

Volvo consistently communicates the message that Volvo cars are safer than any other car on the market. This is an example of