Quiz 3: Brand Positioning

Contemporary Brand Management

Business
32
Questions
8
True/False
20
Choices
4
Essay
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Questions

Q1
Free

The _______________ is a way to identify competitors, market niches, and consumers with special needs in order for a new brand to succeed.

Multiple Choice
expand_more
A) Brand value
B) Brand identifying
C) Brand positioning
D) Brand image
Answer:
C) Brand positioning
Q2
Free

The __________________ both enables and constrains the positioning decisions about the name, logo, and brand communication.

Multiple Choice
expand_more
A) Brand equity
B) Brand personality
C) Brand identity
D) Brand image
Answer:
C) Brand identity
Q3
Free

When selecting a ______________________ company's look at the specific product features against different consumer attributes.

Multiple Choice
expand_more
A) Brand extension
B) Target segment
C) Value proposition
D) Positioning statement
Answer:
B) Target segment
Q4

_______________ has become the new word- of- mouth creating buzz about the product and allowing consumers to decided weather or not to purchase the product.

Multiple Choice
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A) Traditional media
B) Guerilla marketing
C) Social media
D) Virtual marketing
Answer:

A) You need to subscribe to get the answer.

Q5

The ________________________ is based on all associations between the brand, and the cognitive and affective elements in the consumers' minds.

Multiple Choice
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A) Brand attributes
B) Brand personality
C) Brand identity
D) Brand image
Answer:

A) You need to subscribe to get the answer.

Q6

When creating a brand position, brands look at _______________________ that have similar positioning to determine their salient attributes.

Multiple Choice
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A) Product lines
B) Brand Portfolios
C) Relevant Competitors
D) Brand images
Answer:

A) You need to subscribe to get the answer.

Q7

A brand positioning supports a clear and compelling ______________________ that provides consumers a unique value over competing products.

Multiple Choice
expand_more
A) Brand image
B) Brand vision
C) Value proposition
D) Brand value
Answer:

A) You need to subscribe to get the answer.

Q8

The aim of brand positioning is to establish a unique ______________ and _____________ in the consumer's mind.

Multiple Choice
expand_more
A) Brand Value and Brand Image
B) Brand Loyalty and Brand Value
C) Brand Value and Brand Identity
D) Brand Identity and Brand Image
Answer:

A) You need to subscribe to get the answer.

Q9

The _____________________ are the aspects of the product in which the consumer judges the product.

Multiple Choice
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A) Salient attributes
B) Brand loyalties
C) Niches
D) Brand values
Answer:

A) You need to subscribe to get the answer.

Q10

The positioning statement is based on the company's _____________________, and is a tool to help keep everyone in the organization on the same page.

Multiple Choice
expand_more
A) Objectives
B) Promise
C) Perspective
D) Vision
Answer:

A) You need to subscribe to get the answer.

Q11

When looking at the positioning map most attributes fall in __________ attributes.

Multiple Choice
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A) Risk
B) Feature
C) Salient
D) Potential
Answer:

A) You need to subscribe to get the answer.

Q12

In the three -step flow of communication __________________ goes through several intermediaries and recycles back in real time increasing the speed in which information flows.

Multiple Choice
expand_more
A) Buzz marketing
B) Traditional media
C) Word of mouth
D) Viral marketing
Answer:

A) You need to subscribe to get the answer.

Q13

A _______________________ aims to communicate the essentials of the brand, and is used internally when making marketing decisions.

Multiple Choice
expand_more
A) Logo
B) Slogan
C) Mantra
D) Advertisement
Answer:

A) You need to subscribe to get the answer.

Q14

A _____________________ graphs the mental map of consumers' perception of the brand's attributes compared to the competitors.

Multiple Choice
expand_more
A) Focus group
B) Depth interview
C) Survey
D) Positioning map
Answer:

A) You need to subscribe to get the answer.

Q15

If Ford enters the market with the first hybrid car it will be a ______________________ for competing brands.

Multiple Choice
expand_more
A) Supportive brand platform
B) New brand positioning
C) Competitive advantage
D) Disruptive positioning
Answer:

A) You need to subscribe to get the answer.

Q16

When selecting the ______________________ the brand must focus on not simply creating awareness, but deliberate efforts to create favorable associations.

Multiple Choice
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A) Line extension
B) Media
C) Target audience
D) Market
Answer:

A) You need to subscribe to get the answer.

Q17

In communicating the message the POD and POP should be communicated through ______________________ media where the message can be controlled.

Multiple Choice
expand_more
A) Viral Messaging
B) Traditional Messaging
C) Digital Messaging
D) Guerilla Marketing
Answer:

A) You need to subscribe to get the answer.

Q18

One of the benefits of _______________________ in communicating a messages is there are many more touch points where the brand can meet the consumer in real time.

Multiple Choice
expand_more
A) Word of Mouth
B) Traditional Media
C) Guerilla Marketing
D) Digital Media
Answer:

A) You need to subscribe to get the answer.

Q19

A brand positioning should support a clear and compelling _________________ for consumers in the target market.

Multiple Choice
expand_more
A) Consumer perception
B) Brand platform
C) Value proposition
D) Disruptive positioning
Answer:

A) You need to subscribe to get the answer.

Q20

Starbucks posting the latest music, or explaining how to grow coffee beans is an example of _______________ in the social media world.

Multiple Choice
expand_more
A) Creating awareness
B) Adding value
C) Selling
D) Word of mouth
Answer:

A) You need to subscribe to get the answer.

Q21

What determines the position statement is ultimately how consumers perceive the brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q22

The brand positioning attributes should include both nonfunctional and irrelevant characteristics.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q23

A good position statement emphasizes attributes where the brand has relative advantages and weaknesses.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q24

Brand positioning can be used to spot new empty niches where competitors are non-existent and irrelevant.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q25

The product space that a particular product selects is critical to determine if the product will be competitive or not.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q26

Each individual person has his or her own perception of a particular brand.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q27

Slogans are for internal marketing to use when making marketing decisions.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q28

When a new product enters the product category the perceptual map changes.

True/False
expand_more
A) True.
B) False.
Answer:

Subscribe First.

Q29

Describe the three major factors to consider when selecting a brand's target position.

Essay
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Answer:

You cannot see the question answer before you subscribe, please create an account and subscribe to one of our plans to get access to the answer.

Q30

Describe what type of information a company can gain from a positioning map.

Essay
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Answer:

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Q31

In creating a new cereal brand, describe the difference between the brand identity and the brand image

Essay
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Answer:

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Q32

What are the three major factors to consider when selecting a brand's target position?

Essay
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Answer:

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