Brand Management Week 4 H
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Questions and Answers

Which of the following is true about brand knowledge?

  • Brand knowledge is shaped by what consumers have learned, felt, seen, and heard about the brand over time (correct)
  • Brand knowledge is shaped by marketing activities only
  • Brand knowledge is determined by the final report
  • Brand knowledge is irrelevant in marketing strategy

    • What kinds of associations should be chosen in brand positioning?

  • Associations unrelated to the brand
  • Associations consistent with or relevant to preexisting associations (correct)
  • Associations inconsistent with preexisting associations
  • Associations that consumers dislike

    • What is brand positioning?

  • The act of designing consumer perception of a brand through marketing strategies (correct)
  • The act of fishing
  • The act of grading the final report
  • The act of changing the brand at any point

    • Which of the following is NOT a step in target market identification?

    <p>Choose brand associations</p> Signup and view all the answers

    What is the purpose of market segmentation?

    <p>To divide the entire market into distinct markets</p> Signup and view all the answers

    Which of the following is an example of psychographic segmentation?

    <p>Political ideology</p> Signup and view all the answers

    What is one of the criteria for choosing target consumers?

    <p>Identifiability</p> Signup and view all the answers

    Which one of these is a necessary condition for inclusion in the choice set?

    <p>Points-of-parity (POP) associations</p> Signup and view all the answers

    What are Points-of-difference (POD) associations?

    <p>Attributes or benefits that consumers strongly associate with a brand, positively evaluate, and uniquely associate with a brand</p> Signup and view all the answers

    What are the Points-of-difference (POD) associations claimed in the 'Get a Mac' campaign by Apple?

    <p>Both high-quality technology and high-status image</p> Signup and view all the answers

    What are the Points-of-difference (POD) associations claimed in the 'Get a PC' campaign by Intel?

    <p>None of the above</p> Signup and view all the answers

    Study Notes

    Brand Knowledge

    • Brand knowledge refers to all the thoughts, feelings, and experiences a consumer associates with a brand.

    Brand Positioning

    • Brand positioning is the process of creating and maintaining a unique and distinctive space in the minds of target customers.
    • It involves choosing one or more desirable and deliverable associations that differentiate the brand.

    Target Market Identification

    • Identifying the target market involves understanding the characteristics of the target audience, including demographic, geodemographic, and psychographic characteristics.
    • The steps involved in target market identification are: segmentation, targeting, and positioning (STP).

    Market Segmentation

    • Market segmentation is the process of dividing a larger market into smaller groups of consumers with similar needs, characteristics, or behaviors.
    • The purpose of market segmentation is to identify the most profitable segments for the company to target.

    Psychographic Segmentation

    • Psychographic segmentation involves dividing consumers based on their lifestyles, attitudes, values, and personality traits.
    • An example of psychographic segmentation is dividing consumers based on their fitness levels, such as "fitness enthusiasts" or "health-conscious individuals".

    Choosing Target Consumers

    • One of the criteria for choosing target consumers is their purchasing power and willingness to pay a premium for the product or service.

    Choice Set

    • A necessary condition for inclusion in the choice set is that the product or brand must be considered by the consumer as a viable option.

    Points-of-difference (POD) Associations

    • Points-of-difference (POD) associations are unique benefits or attributes that differentiate a brand from its competitors.
    • POD associations are created through brand positioning and are claimed through marketing communications.

    Apple's 'Get a Mac' Campaign

    • The Points-of-difference (POD) associations claimed in Apple's 'Get a Mac' campaign include being "cool", "easy to use", and "virus-free".

    Intel's 'Get a PC' Campaign

    • The Points-of-difference (POD) associations claimed in Intel's 'Get a PC' campaign include being "affordable", "customizable", and "compatible with a wide range of software".

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    Related Documents

    Class 4 Brand Positioning: Post-Class Notes PDF

    Description

    "Brand Audit and Positioning: Analyzing Lululemon's Marketing Strategies" - Test your knowledge on brand audit and positioning as you delve into the case study of Lululemon. Understand how their marketing programs, including product, price, place, and promotion strategies, crystallize their brand positioning. Get ready to showcase your understanding of brand analysis and marketing concepts.

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