Ch10 crafting the brand positioning velasco

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Ch10 crafting the brand positioning velasco

  1. 1. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco April 14, 2011
  2. 2. Question, Concept, Concept Explanation, Answer Series For Chapter 10 Crafting the Brand Positioning
  3. 3. 1. _____ are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. <ul><li>Points of Parity </li></ul><ul><li>Category Membership </li></ul><ul><li>Positioning </li></ul><ul><li>Points of Difference </li></ul><ul><li>Competitive Advantage </li></ul>
  4. 4. POINTS OF DIFFERENCE <ul><li>- Are those associations unique to the brand </li></ul><ul><li>that are also strongly held and favorably </li></ul><ul><li>evaluated by consumers. </li></ul>
  5. 5. POINTS OF DIFFERENCE <ul><li>- A company’s product differs from its rivals. </li></ul>
  6. 6. 1. _____ are attributes or benefits consumers strongly associate with a brand, positively evaluate, and believe they could not find to the same extent with a competitive brand. <ul><li>Points of Parity </li></ul><ul><li>Category Membership </li></ul><ul><li>Positioning </li></ul><ul><li>Points of Difference </li></ul><ul><li>Competitive Advantage </li></ul>
  7. 7. 2. _____ is the company’s ability to perform in one or more ways that competitors cannot or will not match. <ul><li>Competitive Advantage </li></ul><ul><li>Points of Parity </li></ul><ul><li>Category Membership </li></ul><ul><li>Points of Difference </li></ul><ul><li>Positioning </li></ul>
  8. 8. COMPETITIVE ADVANTAGE <ul><li>- Relevant brand differentiation </li></ul><ul><li>- Consumers must find something unique and </li></ul><ul><li>meaningful about a market offering </li></ul>
  9. 9. COMPETITIVE ADVANTAGE <ul><li>- Relevant brand differentiation </li></ul><ul><li>- Consumers must find something unique and </li></ul><ul><li>meaningful about a market offering </li></ul>
  10. 10. 2. _____ is the company’s ability to perform in one or more ways that competitors cannot or will not match. <ul><li>Competitive Advantage </li></ul><ul><li>Points of Parity </li></ul><ul><li>Category Membership </li></ul><ul><li>Points of Difference </li></ul><ul><li>Positioning </li></ul>
  11. 11. 3. The Product Life Cycle is composed of the following except <ul><li>Introduction </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Development </li></ul>
  12. 12. The Product Life Cycle has four stages… <ul><li>Introduction – slow sales growth and product is introduced in the market </li></ul><ul><li>Growth – rapid market acceptance and substantial profit improvement </li></ul><ul><li>Maturity – slowdown in sales growth </li></ul><ul><li>Decline – sales show a downward drift and profits erode </li></ul>
  13. 13. The graph shows the PRODUCT LIFE CYCLE.
  14. 14. 3. The Product Life Cycle is composed of the following except <ul><li>Introduction </li></ul><ul><li>Decline </li></ul><ul><li>Growth </li></ul><ul><li>Maturity </li></ul><ul><li>Development </li></ul>
  15. 15. 4. The following are Differentiation Strategies except <ul><li>Product </li></ul><ul><li>Channel </li></ul><ul><li>Customer </li></ul><ul><li>Personnel </li></ul><ul><li>Image </li></ul>
  16. 16. DIFFERENTIATION STRATEGIES ARE… <ul><li>PRODUCT – Competence, Credibility, Communication </li></ul><ul><li>PERSONNEL – Style, Design, Performance, Delivery </li></ul><ul><li>CHANNEL – Coverage </li></ul><ul><li>IMAGE – Distinguishes the product from competing products </li></ul>
  17. 17. DIFFERENTIATION STRATEGIES <ul><li>PRODUCT </li></ul><ul><li>PERSONNEL </li></ul><ul><li>CHANNEL </li></ul><ul><li>IMAGE </li></ul>
  18. 18. 4. The following are Differentiation Strategies except <ul><li>Product </li></ul><ul><li>Channel </li></ul><ul><li>Customer </li></ul><ul><li>Personnel </li></ul><ul><li>Image </li></ul>
  19. 19. 5. Which statement is true? <ul><li>Well-known, noteworthy brands in a category would not help a brand specify its category membership. </li></ul><ul><li>A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership. </li></ul><ul><li>There is a rapid market acceptance during the maturity stage. </li></ul><ul><li>Profits erode during the introduction stage. </li></ul><ul><li>The length of fashion cycle is easy to predict. </li></ul>
  20. 20. CATEGORY MEMBERSHIP <ul><li>Announcing category benefits </li></ul><ul><li>Comparing exemplars </li></ul><ul><li>Relying on the product descriptor </li></ul>
  21. 21. CATEGORY MEMBERSHIP <ul><li>Announcing category benefits </li></ul><ul><li>Comparing </li></ul><ul><li>Exemplars </li></ul><ul><li>Relying on the product descriptor </li></ul>
  22. 22. 5. Which statement is true? <ul><li>Well-known, noteworthy brands in a category would not help a brand specify its category membership. </li></ul><ul><li>A starting point in defining a competitive frame of reference for a brand positioning is to determine category membership. </li></ul><ul><li>There is a rapid market acceptance during the maturity stage. </li></ul><ul><li>Profits erode during the introduction stage. </li></ul><ul><li>The length of fashion cycle is easy to predict. </li></ul>
  23. 23. 6. Which statement is false? <ul><li>Style is a basic and distinctive mode of expression appearing in a field of human endeavor. </li></ul><ul><li>Fads are fashions that come quickly into public view, are adopted with great zeal, peak early; and decline very fast. </li></ul><ul><li>A mass-market strategy is the launch of two or more products simultaneously to capture two or more parts of the market. </li></ul><ul><li>Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. </li></ul><ul><li>Points-of-parity are associations consumers view as essential to a legitimate and credible offering within a certain product or service category. </li></ul>
  24. 24. Design an optimal product for the market. <ul><li>Single-niche Strategy – Design the new product to meet the preferences of one of the corners of the market. </li></ul><ul><li>Multiple-niche Strategy – Launch two or more products simultaneously to capture two or more parts of the market. </li></ul><ul><li>Mass-market Strategy – Design the new product for the middle of the market. </li></ul>
  25. 25. 6. Which statement is false? <ul><li>Style is a basic and distinctive mode of expression appearing in a field of human endeavor. </li></ul><ul><li>Fads are fashions that come quickly into public view, are adopted with great zeal, peak early; and decline very fast. </li></ul><ul><li>A mass-market strategy is the launch of two or more products simultaneously to capture two or more parts of the market. </li></ul><ul><li>Positioning is the act of designing the company’s offering and image to occupy a distinctive place in the minds of the target market. </li></ul><ul><li>Points-of-parity are associations consumers view as essential to a legitimate and credible offering within a certain product or service category. </li></ul>
  26. 26. 7. As apple is for design and Nike is for performance are examples of… <ul><li>Points-of-difference </li></ul><ul><li>Category membership </li></ul><ul><li>Points-of-parity </li></ul><ul><li>Positioning </li></ul><ul><li>Competitive advantage </li></ul>
  27. 27. POINTS OF DIFFERENCE <ul><li>- Are those associations unique to the brand </li></ul><ul><li>that are also strongly held and favorably </li></ul><ul><li>evaluated by consumers. </li></ul>
  28. 28. POINTS OF DIFFERENCE <ul><li>- A company’s product differs from its rivals. </li></ul>
  29. 29. 7. As apple is for design and Nike is for performance are examples of… <ul><li>Points-of-difference </li></ul><ul><li>Category membership </li></ul><ul><li>Points-of-parity </li></ul><ul><li>Positioning </li></ul><ul><li>Competitive advantage </li></ul>
  30. 30. 8. Quality, Feature and style are examples of… <ul><li>Services Modification </li></ul><ul><li>Marketing Program Modification </li></ul><ul><li>Product Modification </li></ul><ul><li>Market Modification </li></ul><ul><li>Prices Modification </li></ul>
  31. 31. Product Modification <ul><li>Quality Improvement – aims at increasing the product’s functional performance. </li></ul><ul><li>Feature Improvement – aims in adding new features such as size, weight, materials, additives, and accessories that expand the product’s performance, versatility, safety, or convenience. </li></ul><ul><li>Style Improvement – aims at increasing the product’s esthetic appeal. </li></ul>
  32. 32. Product Modification <ul><li>Quality Feature Style </li></ul>
  33. 33. 8. Quality, Feature and style are examples of… <ul><li>Services Modification </li></ul><ul><li>Marketing Program Modification </li></ul><ul><li>Product Modification </li></ul><ul><li>Market Modification </li></ul><ul><li>Prices Modification </li></ul>
  34. 34. 9. Maybelline is a leading brand of cosmetics, Cheerios is a leading brand of cereal and Accenture is a leading consulting firm are examples of… <ul><li>Positioning </li></ul><ul><li>Points-of-difference </li></ul><ul><li>Points-of-parity </li></ul><ul><li>Category membership </li></ul><ul><li>Competitive advantage </li></ul>
  35. 35. CATEGORY MEMBERSHIP MATTERS. <ul><li>Announcing category benefits </li></ul><ul><li>Comparing </li></ul><ul><li>Exemplars </li></ul><ul><li>Relying on the product descriptor </li></ul>
  36. 36. 9. Maybelline is a leading brand of cosmetics, Cheerios is a leading brand of cereal and Accenture is a leading consulting firm are examples of… <ul><li>Positioning </li></ul><ul><li>Points-of-difference </li></ul><ul><li>Points-of-parity </li></ul><ul><li>Category membership </li></ul><ul><li>Competitive advantage </li></ul>
  37. 37. 10. Performance, conformance, durability, reliability, installation, customer training, maintenance are examples of… <ul><li>Service Differentiation </li></ul><ul><li>Image Differentiation </li></ul><ul><li>Channel Differentiation </li></ul><ul><li>Personnel Differentiation </li></ul><ul><li>Product Differentiation </li></ul>
  38. 38. PRODUCT DIFFERENTIATION is composed of… <ul><li>Product form </li></ul><ul><li>Features </li></ul><ul><li>Performance </li></ul><ul><li>Conformance </li></ul><ul><li>Durability </li></ul><ul><li>Reliability </li></ul><ul><li>Reparability </li></ul><ul><li>Style </li></ul>
  39. 39. PRODUCT DIFFERENTIATION is composed of… <ul><li>Design </li></ul><ul><li>Ordering ease </li></ul><ul><li>Delivery </li></ul><ul><li>Installation </li></ul><ul><li>Customer training </li></ul><ul><li>Customer consulting </li></ul><ul><li>Maintenance </li></ul>
  40. 40. 10. Performance, conformance, durability, reliability, installation, customer training, maintenance are examples of… <ul><li>Service Differentiation </li></ul><ul><li>Image Differentiation </li></ul><ul><li>Channel Differentiation </li></ul><ul><li>Personnel Differentiation </li></ul><ul><li>Product Differentiation </li></ul>
  41. 41. TOP 10 Learning Questions for Chapter 10 Crafting the Brand Positioning Pearl Hazelle S. Velasco April 14, 2011

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