C2 (BRAND): Customer-based brand equity & brand positioning DONE

What is customer-based brand equity?

• The number of products sold by a brand

• The popularity of a brand on social media

• The financial value of a brand

• The worth of a brand from the perspective of the consumer

What are the sources of brand equity?

• Brand Awareness and Brand Image

• Brand Loyalty and Brand Pricing

• Brand Packaging and Brand Promotion

• Brand Distribution and Brand Competition

What are the components of brand positioning?

• Target Market and Nature of Competition

• Points-of-Parity and Points-of-Difference

• Brand Awareness and Brand Image

• Brand Mantras and Brand Extensions

What is the purpose of establishing Points-of-Parity and Points-of-Difference?

• To create confusion among consumers about the brand

• To avoid any competition in the market

• To ensure a brand has both similarities and differences with other brands

• To make the brand stand out without any similarities to other brands

What is the key to branding success according to the text?

• Establishing both points-of-parity and points-of-difference

• Changing the positioning frequently

• Focusing only on points-of-difference

• Ignoring points-of-parity and points-of-difference

What is the purpose of a brand mantra?

• To avoid any association with the brand

• To create multiple brand positions for different products

• To confuse consumers about the brand

• To capture the essence of the brand positioning

What are the advantages of brand awareness?

• Learning advantages, Quality advantages, Promotion advantages

• Learning advantages, Exclusivity advantages, Price advantages

• Learning advantages, Distribution advantages, Competition advantages

• Learning advantages, Consideration advantages, Choice advantages

What is the nature of competition that marketers must consider?

• Resources, capabilities, and likely intentions of various other firms

• Market size and consumer preferences

• Brand popularity and advertising budget

• Product features and pricing strategy

What is the key to developing a good positioning according to the text?

• Ignoring relevant points-of-parity

• Focusing only on the emotional components

• Having a foot in the present and a foot in the future

• Changing the positioning frequently

What are the benefits of having a strong brand image?

• Increased customer loyalty, Higher price premium, Lower marketing costs

• Increased customer loyalty, Lower price premium, Higher marketing costs

• Decreased customer loyalty, Higher price premium, Lower marketing costs

• Decreased customer loyalty, Lower price premium, Higher marketing costs