Crafting the Brand Positioning

According to the definition provided, what is the act of designing a company’s offering and image to occupy a distinctive place in the minds of the target market?

What are the three required steps for deciding on a brand's positioning?

What are points-of-difference (PODs)?

Which of the following is NOT one of the three criteria that determine if a brand association can function as a point-of-difference?

What are points-of-parity (POPs)?

Category points-of-parity are attributes or benefits that consumers view as essential to a legitimate and credible offering within a product category. What kind of conditions do they represent for brand choice?

What is the term for a positioning strategy where a company is able to straddle two frames of reference with one set of points-of-difference and points-of-parity?

How did BMW use a straddle positioning strategy when it first entered the U.S. market in the late 1970s?

What is a brand mantra?

According to the text, what was Disney's internal brand mantra, which it used to filter proposed ventures?

Which of the following are the three key criteria for a good brand mantra?

What is the primary purpose of a brand-positioning bull's-eye?

What are the three main ways to convey a brand's category membership?

How did DiGiorno's frozen pizza position itself to communicate its point-of-difference?

Which measure of competition is defined as the percentage of customers who named the competitor in responding to 'Name the first company that comes to mind in this industry'?

In the hypothetical data from Table 10.3, what was the market share for Competitor A in the year 2017?

Based on the trends shown in Table 10.3 from 2015 to 2017, which competitor is steadily gaining in market share, mind share, and heart share?

What does the alternative positioning approach of 'narrative branding' base itself on?

According to the framework for a brand story, which element refers to the time, place, and context?

Which of the following is NOT a branding guideline specifically mentioned for a small business?

In the example of value propositions in Table 10.1, what is the value proposition for Volvo (station wagon)?

According to the customer survey results in Table 10.2, how does Competitor A rate on 'Technical Assistance' and 'Product Availability'?

Based on the competitor analysis in Table 10.2, which competitor should the company not attack because it has no glaring weaknesses?

What is the market concept of competition?

The text uses the example of Coca-Cola missing the market for coffee bars and fresh-fruit-juice bars to illustrate what marketing mistake?

For Starbucks, what might be the intended points-of-difference (PODs) when its competitive frame of reference is 'quick-serve restaurants and convenience shops' like McDonald's and Dunkin' Donuts?

In the context of brand positioning, what are perceptual maps used for?

What is the key insight of emotional branding?

As described in the case of Kate Spade, what customer 'sweet spot' did the brand aim to hit with its stronger style sensibility?

What does a good brand positioning often follow, requiring it to be highly applicable to 90 percent of the products in the brand?

What is the concept of a 'brand substitution test' used to measure?

What is defined as a company's ability to perform in one or more ways that competitors cannot or will not match?

The text states that in the hypothetical beverage perceptual map, no market segment seems to desire the balance of taste and imagery offered by which brand?

What is the key difference between the industry point of view and the market point of view when defining competition?

According to the positioning guidelines for small businesses, what does creating a 'loyal brand community' help a business do?

What is the primary risk of a straddle positioning strategy?

What are correlational points-of-parity?

The example of Visa and American Express is used to illustrate that the key to positioning is often not so much achieving a point-of-difference but achieving what?

How did the U.S. Armed Forces change the focus of its recruitment advertising to better compete with private industry?

What does Patrick Hanlon's concept of 'primal branding' view brands as?

What is the primary internal purpose of a brand mantra?

Why did the cleaning product company Method find success, according to the text?

In the case of Hyundai Cars, what has been its positioning strategy to entice customers?

What is the main challenge for marketers regarding attributes and benefits that make up their POPs and PODs?

What does a brand need to achieve for an offering to have a point-of-parity on a particular attribute or benefit?

According to the chapter, what is one of the main branding guidelines that small businesses should follow when resources are limited?

What is the defining characteristic of UNIQLO's branding and positioning strategy, as described in the text?

In the UNIQLO 'Made for All' Credo, what does the company state it is always aspiring to?

What is the conclusion of the general relationship between market share, mind share, and heart share?

What is a key component of 'cultural branding' as described by Douglas Holt?