Marketing Class 11 Practice

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Positioning is the _____________ of the marketing strategy

True

True or false: brand positioning statements can be shortened into one short, pithy sentence?

Who is your REAL competition?, Summarize your design target, ladder to a brand promise, Anchor your brand promise with a reason to believe/care

What are the brand positioning guidelines?

Functional product features, Key Endorsment, Brand Belief

What are the different RTB methods?

Superior quality, a more convenient experience, best-in-class customer service

What are the tangible features to base your brand promise on?

Product positioning and brand positioning

What are the two types of positioning?

reason to believe

What does RTB stand for?

They may be easier to copy or taken over by a competitor

What is the biggest challenge of tangible brand promises?

simple, credible, unique, memorable, inspiring

What should a brand promise be?

Performance attributes (Tesla's electric car), Performance benefits (camera quality on a smartphone), or Imagery Associations (Louis Vuitton)

Where can "value" come from?

Positioning

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

Points-of-differences (PODs)

attributes or benefits strongly associated with the product

Brand Positioning

how consumers perceive your brand vis-à-vis its competition

Product Positioning

how you want your market to think and feel about the want of need your product fills

Points-of-parity (POPs)

not necessarily unique to the product, but important for playing in the category

"Irrational" brand promises

promises that lack hard, tangible evidence but may include the desired image of the user or a belief or point of view

Brand promise

the value or experience a brand's customers can expect to receive every single time they interact with that brand