Marketing CH10 & 11

When we talk about brand positioning, we need to consider 'value proposition'.

• True

• False

Convincing value propositions can help brand create a distinctive position.

• False

• True

Which is NOT true about competitive frame of reference?

• It analyzes competitors' strengths & weakness

• It articulates a brand's major competitors

• It categorizes market segments

• It focuses on competitive analysis

Using layers of guidelines to create a mantra that helps a brand's positioning is:

• perceptual map

• universal map

• brand positioning bull's eyes

• competitive frame of reference

A brand's substantiators refer to something that customers have reasons to believe that are:

• weak

• preferable

• emotional

• personal

In brand positioning, POD stands for:

• person of distinction

• product of distinction

• points of degrees

• points of difference

A brand mantra should NOT be ____.

• concise

• memorable

• lengthy

• inspiring

Inside the center of brand-positioning bull's eyes is ____.

• brand mantra

• POD

• POP

• substantiators

Visual graphs that show customers' preferences in relation to specific product criteria is:

• brand mantra

• bull's eyes

• competitive frame of reference

• perceptual map

Which is NOT true about perceptual maps?

• is related to POD

• helps brand positioning

• includes universal products

• shows ideal points of market segments