BM Ch 2

positioning by use or application

Excedrin is positioned for use to treat headaches. Nyquil is the one and only night time cold medicine.

physiological, safety, social, ego, self

Maslow's hierarchy of needs: 1. ________________ needs (food, water, air, shelter, sex) 2. ___________ and security needs (protection, order, stability) 3. ___________ needs (affection, friendship, belonging) 4. ______ needs (prestige, status, self-respect) 5. _______-actualization (self-fulfillment)

category, competitive, correlational

POPS: ____________ points of parity _____________ points of parity ________________ points of parity

positioning by attribute

Viva paper towels are positioned on durability. Volvo is positioned on safety

communicate, simplify, inspire

a good brand mantra should: _______________: the category of the business to set the brand boundaries and clarify what is unique about the brand __________: be simple, crisp, and vivid ________: stake out ground that is personally meaningful and relevant to as many employees as possible

brand recognition

ability to confirm prior exposure

brand recall

ability to retrieve the brand from memory

low, involvement

accordingly, brand awareness can be useful in ____ involvement situations. In other words, consumers make choices based on brand awareness when they have low ___________________

brand positioning

act of designing the company's offer and image so that it occupies a distinct and valued place in the target customers' minds

learning, consideration, choice

advantages of brand awareness: _______________ advantages - establishment of a brand node __________________ advantages - can promote consideration ________ advantages - can affect choices

uniqueness, strength, prevalence

an effective positioning strategy requires: perceived ______________ - the one and only brand associated with the particular position _________ - a strong and clear association with the position _____________ - the majority of targeted consumers are aware of the brand's position

name, logo, publicity

anything that causes consumers to experience one of a brand's elements can increase familiarity and awareness of that brand element: ________, symbol, ______, character, packaging, or slogan, including advertising and promotion, sponsorship and event marketing, _____________ and public relations, and outdoor advertising

competitive points of parity

associations designed to negate competitors' points-of-difference. the brand is at least as good as the competition.

points of difference associations

attributes or benefits that consumers strongly associate with a brand, positively evaluate, and believe that they cannot be found to the same extent with a competitive brand.

points of parity associations (POPs):

attributes shared with other brands.

past, action, memory

brand as a direction to the future brand equity offers focus and guidance, provides a means to interpret ______ marketing performance and design future marketing programs. Consumers will ultimately decide, based on their brand knowledge, where they think the brand should go and grant permission (or not) to any marketing ________ or program. marketers need an insightful way to represent how brand knowledge exists in consumer ___________

investment, experience, quality

brand as a reflection of the past marketers should consider the money spent in brand building as an "______________". on the basis of the past ____________________, what consumers saw, heard, learned, felt, and experienced about the brand should be analysed. the ___________ of the investment in brand building is the most critical factor, not the quantity.

desirable, deliverable, differentiating

brand association must be seen as _____________: determined from the consumer's point of view ______________: based on a company's inherent capabilities _________________: determined relative to the competitors

informational, memory

brand associations are ____________________ nodes linked to the brand node in _____________

attributes, benefits

brand associations may be: brand _______________: descriptive features that characterize a product or service. brand ____________: the personal value and meaning that consumers attach to the product or service attributes.

recognition, recall

brand awareness consists of: brand ___________________ and brand _________

strength, equity

brand awareness: relates to the ___________ of the brand node or trace in memory often a step in building brand __________

functional, emotional, life, social

building blocks of value Almquist ______________: time and money savings, providing basic benefits, and generates efficiencies and convenience in daily life _______________: self-enhancement and hedonic benefits and rewards _____-changing values: includes motivation, investment for the future, affiliation/belonging, provides hope, and self-actualization __________ impact: includes self-transcendence

descriptive modifier

combined with brand functions, helps delineate the brand boundaries.

competitive analysis

considers resources, capabilities and likely intentions of other firms. allows marketers to choose markets where consumers can be profitably served.

familiar, decision

consumers tend to purchase only _____________, well-established brands. a minimum level of brand awareness may be sufficient when customers don't care or don't know much and don't have time to invest in the purchasing _____________

brand image

consumers' perceptions about a brand, as reflected by the brand associations held in consumer memory

awareness

creating brand _____________ means increasing the familiarity of the brand through repeated exposure, although this is generally more effective for brand recognition than for brand recall.

identifiability, size, accessibility, responsiveness

criteria to guide segmentation and target market decisions: _________________: can we easily identify the segment _______: is there adequate sales potential in the segment ___________________: are specialized distribution outlets and communication media available to reach the segment ______________________: how favorably will the segment respond to a tailored marketing program

consumer response to marketing

customer's differential responses are reflected in perceptions, preferences and behaviors related to all aspects of brand marketing

awareness, memory

customer-based brand equity occurs when the consumer (1) has a high level of _________________ and familiarity with the brand and (2) holds some strong, favorable, and unique brand associations in ____________

brand knowledge

customers perceive differences across brands based on brand knowledge, what customers have learned, felt, seen and heard about the brand

brand positioning model

describes how to establish competitive advantages in the minds of customers in the marketplace

brand resonance model

describes how to take these competitive advantages and create intense, active, loyalty relationships with customers for brands

brand value chain model

describes how to trace the value creation process to better understand the financial impact of marketing expenditures and investments to create loyal customers and strong brands

positioning

designing the company's product and marketing mix to fit a unique place in the consumer's mind.

emotional modifier

determines how a brand provides benefits and in what ways.

market segmentation

divides the market into distinct groups of homogeneous consumers who have similar needs and consumer behavior, and who thus require similar marketing programs and tactics Involves identifying segmentation bases

own

each market segment that you target requires its ______ marketing plan, because each segment is, by definition, different from the other segments.

positive, associations, awareness

establishing a ______________ brand image in consumer memory—strong, favorable, and unique brand ___________________—goes hand-in-hand with creating brand ________________ to build customer-based brand equity

higher, equally

favorability of brand associations is ____________ when a brand possesses relevant attributes and benefits that satisfy consumer needs and wants consumers will not hold all brand associations to be ____________ important

product user

focuses on personality or type of user (not the same as target market).

percentage, stage

for brand building marketers want to understand the ________________ of target market that is present at each stage and factors facilitating or inhibiting the transition from one _______ to the next

equity, differential

from the perspective of the CBBE concept, brand knowledge is the key to creating brand __________. it creates the ________________ effect that drives brand equity

reacting

how to respond to competitive actions that threaten an existing position

differential effect

if no differences occur in customer response, then the brand is being viewed as a commodity and customers will make brand selections based on price.

consumer, main, similar, different

in brand positioning, marketers need to know: who the target ______________ is who the _______ competitors are how the brand is ___________ to these competitors how the brand is ________________ from them

broadly, benefit, narrowly

indirect competition: even if a brand does not face direct competition in its product category, and thus does not share performance related attributes with other brands, it can still share more abstract associations and face indirect competition in a more ______________ defined product category. competition often occurs at the ___________ level rather than the attribute level don't too ______________ define your market

positioning by price/quality

lots of brands want to be considered good quality for a good price.

motivation, ability, opportunity

low involvement occurs when customers lack: purchase _________________ - they don't care about the product or service purchase _____________ - they don't know anything else about the brands in the category purchase ____________________ - they don't have the time or face some other constraint preventing them from making a more deliberate or thoughtful brand choice

competitive, indirect, multiple

nature of competition: ______________ analysis ______________ competition ___________ frames of reference

brand functions

nature of the product or service or the type of experiences or benefits the brand provides.

category points of parity

necessary but not sufficient conditions for brand choice. these are comparable to the Expected Product, in other words, they exist in all brands within the product category

laddering

need to deepen the meaning of the brand to permit further expansion

market

people and/or organizations with unfulfilled needs or desires willing and able to buy (product category), set of all actual and potential buyers who have sufficient interest in, income for, and access to a product

weaknesses, zone, parity

points-of-parity versus points-of-difference: unless certain points-of-parity can be achieved to overcome potential ____________________, points-of-difference may not even matter. the brand must be 'good enough' on the expected dimensions. there is a "_______" or "range of tolerance or acceptance" with points-of-parity. the brand does not have to be seen as literally equal to competitors; it needs to do sufficiently well. points-of-_____________ are easier to achieve than points-of-differences because the brand must achieve superiority with points-of-differences.

competitor, attribute, class, use, price, user

positioning bases: positioning by _______________ positioning by _____________ positioning by product _________ positioning by _____ or application positioning by ________/quality product __________

correlational points of parity

potential negative associations that arise from the existence of other, more positive associations for the brand. there is a negative correlation where customers think if a brand is strong in one area it must necessarily be weak in another related area

believe, design, attributes, ingredients, endorsements

reasons to _____________ (RTBs): important underlying proof points functional ___________ concerns key _____________ key _______________ key __________________

recognizability, memory

repetition increases _____________________ but improving brand recall further requires linkages in ____________ to product aspects

nodes

represent stored information or concepts

links

represent the strength of association between the nodes

slogan

short, catchy phrase that consumers can recall easily.

brand mantras

short, three-to five-word phrase that captures the irrefutable essence or spirit of the brand positioning.

stronger, relevance, direct, weakest

strength of brand associations: the more deeply a person thinks about product information and relates it to existing brand knowledge, the _______________ is the resulting brand association two factors that strengthen association to any piece of information are its personal ______________ and the consistency with which it is presented over time __________ experiences create the strongest brand attribute and benefit associations are particularly influential in consumers decisions company influenced sources of information, such as advertising, are often likely to create the _______________ associations

customer-based brand equity

the differential effect that brand knowledge has on customer response to the marketing of that brand

consumers

the first step in building brand equity is to register the brand in the minds of ________________ (e.g., establish a brand node).

positioning by competitor

the general rule is that you only use if you are recognized by consumers as among the leading brands. if you are the leading brand, you would not use

known

the main advantage of demographic segmentation bases is that the demographics of traditional media vehicles are generally well ___________ making it easier to buy media on that basis

segmented, greater

the more __________________ the market, the more likely that the firm will be able to implement marketing programs that meet the needs of consumers, but gives a _____________ cost of reduced standardization

differential, brand, response

the three key ingredients of CBBE: ______________ effect ________ knowledge consumer _______________ to marketing

positioning by product class

this refers to positioning a brand into a product category it wants to be associated with

benefits, exemplars, descriptions

three main ways to convey a brand's category membership: communicating category _____________ _______________ product __________________

defining, choosing

two key issues in arriving at the optimal competitive brand positioning are: _______________ and communicating the competitive frame of reference ________________ and establishing points of parity and points of difference

unique, competitive

uniqueness of brand associations: "____________ selling proposition" of the product provides brands with sustainable _______________ advantage

associative network memory model

views memory as a network of nodes and connecting links

negative customer-based brand equity

when consumers react less favorably to marketing activity for the brand compared with an unnamed or fictitiously named version of the product

positive customer-based brand equity

when consumers react more favorably to a product and the way it is marketed when the brand is identified than when it is not

two, needs

you should never try to target ______ or more segments with the same marketing plan. you won't be able to effectively meet the ______ of each segment and the competition take your market share.