TCB Model Quiz and Flashcards for EFLAD EQUIS Association

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Questions and Answers

What does the T-C-B model focus on in branding?

Target-Customer-Brand positioning

In the T-C-B model, what does 'T' stand for?

Target customer

Give an example of category positioning in the T-C-B model mentioned in the text.

Dos Equis being positioned as 'Imported beer'

What is the benefit positioning example provided for Volvo in the text?

Performance with safety or safe high performance Signup and view all the answers

How is the key benefit in the a-b-e model dramatized?

By linking the product or service to another object that has that benefit even more strongly Signup and view all the answers

What is the primary focus of the conveyor model introduced in the text?

Attention, Curiosity, Resolution (key benefit matched) Signup and view all the answers

In the T-C-B positioning model, what does the 'T' represent?

The 'T' represents the Target customer positioning decision. Signup and view all the answers

Explain the significance of the Category (C) positioning decision in the T-C-B model.

The Category (C) positioning decision addresses the generic need or category need that customers have, rather than a specific need for a particular product or brand. Signup and view all the answers

How does the T-C-B model define the Key Benefit (B) positioning decision?

The Key Benefit (B) positioning decision identifies the primary benefit or value proposition that the brand offers to the target customer. Signup and view all the answers

What is the purpose of a positioning statement in the T-C-B model?

The positioning statement in the T-C-B model communicates the brand's target customer (T), the category need (C) it fulfills, and the key benefit (B) it offers. Signup and view all the answers

How does the T-C-B model guide the development of marketing campaigns?

The T-C-B model informs the media target and creative target for marketing campaigns by defining the target audience and the key benefit to communicate. Signup and view all the answers

Explain the role of the 'Target audience' in the Target customer (T) positioning decision of the T-C-B model.

The 'Target audience' in the Target customer (T) positioning decision includes categories such as new category users, other-brand loyals, other-brand switchers, favorable brand switchers, and brand loyals. Signup and view all the answers

What are the three levels of the T-C-B positioning model?

The three levels of the T-C-B positioning model are: Macro Level of Positioning (I-D-U benefit analysis), Middle Level of Positioning (a-b-e benefit claim model), and Micro Level of Positioning. Signup and view all the answers

What is the purpose of brand architecture in relation to brand positioning?

Brand architecture ensures that the master-brand or sub-brand positioning is conveyed while also differentiating each brand-item within the product or service line to avoid cannibalization. Signup and view all the answers

How does a sub-brand relate to the master brand in terms of positioning?

A sub-brand is a co-name that leverages off the master brand name and is positioned in a related category or sub-category (C), or a related or subgroup of target customers (T), with a different key benefit (B) but other benefits consistent with those of the master brand. Signup and view all the answers

Explain the relationship between the I-D-U benefit analysis and the a-b-e benefit claim model in the T-C-B positioning model.

The I-D-U benefit analysis is part of the Macro Level of Positioning, while the a-b-e benefit claim model is part of the Middle Level of Positioning in the T-C-B positioning model. Signup and view all the answers

What is the role of the master brand in relation to sub-brands, according to the brand architecture concept?

The master brand is the company name or flagship brand name that carries the original T-C-B positioning and can endorse sub-brands. Signup and view all the answers

How does the definition of brand positioning relate to the T-C-B positioning model?

The definition of brand positioning as "an attempt to create and maintain a unique representation of the brand in customers' minds" aligns with the T-C-B positioning model, which aims to define the brand's unique positioning in terms of target customers, category, and benefits. Signup and view all the answers

Study Notes

Brand Positioning

Brand positioning is an attempt to create and maintain a unique representation of the brand in customers' minds, stimulating choice of that brand.
There are three levels of positioning: macro, middle, and micro.

T-C-B Positioning Model

Macro level: target customer (T) positioning decision, category (C) positioning decision, and key benefit (B) positioning decision.
The T-C-B model involves identifying the target customer, category need, and key benefit.

Target Customer (T) Positioning Decision

The target customer is defined broadly to include all potential and actual customers within each stakeholder type.
Examples of target customers include end-customers, suppliers, distributors, investors, regulators, and employees.

Category Need (C) Positioning Decision

Customers have a generic need to be filled, rather than a specific need for a particular item.
Category need is the category or sub-category in which the brand is positioned.

Key Benefit (B) Positioning Decision

Key benefit is the unique benefit offered by the brand to its target customer.

Brand Architecture and Positioning

Brand architecture is the process of ensuring that the master-brand or sub-brand positioning comes across in the positioning of particular brand items.
Brand items are sub-brands that leverage off the master brand name, positioned in related categories or sub-categories.

Conveyor Model

A conveyor is a metaphor that dramatizes the key benefit by linking the product or service to another object that has that benefit even more strongly.
Types of conveyors include another object, an animal, a person or character, a situation, or a benefit-illustrating distortion.

Benefit Positioning: I-D-U Benefit Analysis

The I-D-U benefit analysis involves identifying the benefits of a brand in terms of importance, distinctiveness, and uniqueness.

Brand Positioning Statement

A brand positioning statement is a statement that defines the brand's target customer, category need, and key benefit.
Example: "To the target customer (T), brand X is the brand of category need (C) that offers the key benefit (B)".

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Description

Learn about branding and brand positioning with a focus on the T-C-B positioning model and I-D-U benefit analysis. Dive into the T-C-B model of positioning, understanding the decisions involved in targeting customers, defining categories, and positioning key benefits.

Branding and Positioning Models - P.40-43 EFLAD EQUIS Association Day 1

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