Three questions you should ask about your brand

What does a 'Frame of Reference' primarily determine for a brand?

• Brand's color scheme

• Consumer's expectations and brand associations

• Location of the brand's headquarters

• Brand's pricing strategy

Points of Parity are:

• Unique attributes that set a brand apart

• Basic requirements a brand must fulfill to be considered in a specific category

• Financial strategies for a brand

• Marketing tools used for promoting a brand

Which of the following is NOT a reason for a brand's point of difference to be compelling?

• It is easily imitated by competitors

• It is relevant to the consumer

• It is unique to the brand

• It is sustainable over time

The process of 'Laddering Up' involves:

• Increasing the price of the brand's products gradually

• Guiding consumers from concrete attributes to more abstract benefits

• Climbing the corporate ladder within the brand's company

• Increasing the number of products under the brand

What does the 'Big Idea' approach in branding focus on?

• Keeping the brand's logo large and visible

• Identifying and consistently presenting a key differentiating benefit

• Making the brand's products the biggest in the market

• Ensuring the brand always follows the biggest market trends

Which of the following best represents a risk in brand positioning?

• Distinguishing the brand too much from its competitors

• Investing heavily in a point of difference that is easily copied

• Meeting all the points of parity perfectly

• Frequently changing the brand's advertising slogan

Market leaders typically market their products based on:

• The brand's points of difference only

• Celebrity endorsements

• The category's points of parity

• The lowest price points

Which of the following strategies can help transcend apparent contradictions in brand attributes?

• Sequencing

• Leveraging unconnected attributes

• Reframing contradictions as complements

• All of the above

Which of the following is NOT a typical approach follower brands use?

• Competing primarily on points of difference

• Offering competitive pricing

• Acknowledging points of parity

• Ignoring points of parity completely

The dynamic nature of brand positioning suggests that:

• Brands should change their positioning every year

• Brands should keep their positioning static and unchanged

• Brands should continuously reassess their positioning in response to market changes

• Brands should focus only on their points of difference and ignore points of parity