ASSIGNMENT 3 :

BRAND POSITIONING

A. GENERAL CONCEPTS
1. As part of the strategic brand management process, each company and offering must
represent a distinctive in the mind of the target market.
a. Promotion
b. Cell
c. organizational concept
d. big idea

2. All marketing strategy is built on STP—segmentation, targeting, and .

a. Planning
b. Promotion
c. Performance
d. Positioning
Answer:
3. is the act of designing the company’s offering and image to occupy a distinctive
place in the minds of the target market.
a. Product conceptualization
b. Promotion presentation
c. Performance imaging
d. Positioning
Answer:
4. The result of positioning is the successful creation of , a cogent reason why the
target market should buy the product.
a. a demand channel
b. everyday low pricing
c. strategic window of opportunity
d. a customer-focused value proposition
Answer:
5. Which of the following terms is most closely associated with the following statement:
“attributes or benefits consumers strongly associate with a brand, positively evaluate, and
believe that they could not find to the same extent with a competitive brand”?
a. Brand image
b. Points-of-parity
c. Brand concept
d. Points-of-difference
Answer:
6. are associations that are not necessarily unique to the brand but may in fact be
shared with other brands.
a. Points-of-difference
b. Brand cells
c. Brand positions
d. Points-of-parity
Answer:
7. Points-of-parity are driven by the needs of category membership and .
a. Loyalty
b. the creation of PODs (points-of-difference)
c. guaranteed profits
d. the necessity of negating competitors’ PODs
Answer:
8. Fo nce
r a c. Believability
po d. Distinctiveness
int Answer:
- 9. is a company’s ability to perform in one or more ways that competitors
of- cannot or will not match.
dif a. Positioning
fer b. Deliverability
en c. Differentiation
ce d. Competitive advantage
to Answer:
po 10. The obvious means of differentiation, and often most compelling ones to
ss consumers, relate to aspects of the .
es a. Price
s b. distribution process
tar
c. promotions
ge
d. product and service
t
Answer:
co
ns B. TRUE/FALSE
u
m 1. Positioning is the act of designing the company’s offering and image to occupy a
ers distinctive place in the minds of the target market.
m Answer: True
ust 2. Associations that make up points of difference are based exclusively on
fin
product features. Answer: False
d
3. Category points-of-parity may change over time due to technological advances,
it
legal developments, or consumer trends.
un
Answer: true
iq
ue 4. Points-of-parity are attributes or benefits consumers strongly associate with a
an brand, positively evaluate, and believe that they could not find to the same extent
d with a competitive brand.
su Answer: False
pe 5. The preferred approach to positioning is to inform consumers of a brand’s
rio membership before stating its point-of-difference.
r. Answer: true
a. C 6. There are three consumer desirability criteria for PODs (points-of-difference):
o price, value, and respectability.
mAnswer: false
m7. A firm must be sufficiently committed and willing to devote enough resources to
u create an enduring positioning for its points-of-difference to be considered
n deliverable.
i Answer: true
c 8. Brands can differentiate their products only on real,
a relevant attributes. Answer:
b 9. A firm must be sufficiently committed and willing to devote enough resources to
i create an enduring positioning for its points-of-difference to be considered
l deliverable.
i Answer: true
t 10. Consumers are typically content to accept the trade-offs inherent in negatively
y correlated attributes or benefits.
b. R Answer: false
e
l C. APPLICATION QUESTIONS
e
v 1. may be based on virtually any type of attribute or benefit. For
a example, FedEx uses “guaranteed overnight delivery” and Nike uses
“ b. Points of conflict
p c. Points of defensibility
e d. Points-of-difference
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2. Splenda sugar substitute became a category leader by differentiating itself on its authenticity
as a product derived from sugar. This POD demonstrates because target consumers
found it to be unique and superior.
a. Believability
b. Relevance
c. Feasibility
d. Distinctiveness
Answer:
3. Consumers might not consider a travel agency truly a travel agency unless it is able to make
air and hotel reservations, provide advice about leisure packages, and offer various ticket
payment and delivery options. These service elements are considered .
a. competitive points-of-difference
b. competitive points-of-parity
c. category points-of-difference
d. category points-of-parity

D. SHORT ANSWER

1. A starting point in defining a competitive frame of reference for a brand positioning is

to determine category membership. How would you define category membership?

 Category membership includes the products or sets of products with a brand competes and which function as
 close substitutes.

2. Delivering on promises made in points-of-difference is very important in successful

marketing. There are three deliverability criteria stressed in the text with respect to
PODs. What are those three criteria?

 The three criteria are feasibility, communicability, and sustainability.