40 Questions
What is the primary purpose of conducting a PESTEL analysis?
To analyze the external factors that may impact a business
What is the term for the analysis of a company's internal strengths and weaknesses?
SWOT analysis
What is an example of an economic risk that may impact a business, according to the PESTEL framework?
A mayor's initiative to reduce car traffic in a city
What is the term for a person who has already purchased a product at least twice?
Consumer
What is the first step in conducting consumer research?
Defining the marketing problem
What is the primary benefit of talking to consumers in consumer research?
To understand their needs and wants
What is the term for the factors that influence a consumer's decision to purchase a product?
Choice criteria
What is the term for the process of understanding who is involved in the process of buying and consuming a product?
User profiling
What is the main difference between a POD and a POP?
A POD is a feature introduced by one brand, while a POP is a feature adopted by all brands
What is the primary purpose of using visuals or imagery in brand positioning?
To associate the brand with a particular category or industry
What is the main benefit of using a category benchmark product in brand positioning?
To compare the brand to its competitors
What is the primary difference between a functional POD and an emotional POD?
A functional POD is based on functional attributes, while an emotional POD is based on emotional benefits
What is the main purpose of a positioning map in brand positioning?
To compare the brand to its competitors and determine its position in the market
What is the main difference between 'to be' and 'to seem' in brand positioning?
'To be' is about honesty and sincerity, while 'to seem' is about appearance and how we want to be perceived
What is the primary consideration when defining axes in a positioning map?
Something that is relevant and specific to the brand
What is the primary factor that shapes a brand's image?
Consumer opinions and feedback
What is the main benefit of using a POD in brand positioning?
It helps to differentiate the brand from its competitors
What are the 10 dimensions of brand image composed of?
Tangible and intangible characteristics
From whose perspective is the brand image formed?
The consumer's point of view
What is the primary method of collecting qualitative research?
Focus groups and interviews
What is the purpose of Nestlé's Digital acceleration team?
To monitor and ensure the brand's online image is positive and strong
What is the purpose of semiotic analysis in rebranding?
To test the brand's new logo and messaging with customers
What is the difference between qualitative and quantitative research?
Qualitative research is used to understand opinions and reactions, while quantitative research is used to obtain percentages and numbers
What is the goal of quantitative research in brand image analysis?
To obtain percentages and numbers to measure the brand's image
What is the primary goal of celebrity endorsement in brand communication?
To transfer the celebrity's personality traits to the brand
Which of the following is an example of the imagery of associated user in brand communication?
Cowboys for Marlboro
What is the primary difference between brand identity and brand image?
Brand identity is company-focused, while brand image is consumer-focused
Which facet of the identity prism refers to the values of a brand?
Culture
What is the purpose of the reflection facet of the identity prism?
To identify the stereotypical user of the brand
Which facet of the identity prism is most closely related to the brand's logo and packaging?
Physique
What is the primary goal of executional elements in brand communication?
To create a consistent tone and style for the brand
Which of the following brands is an example of the relationship facet of the identity prism?
Harley-Davidson
What is the main challenge of extending a consumer target?
Gaining back lost consumers due to a bad experience
Which company is an example of targeting a younger audience?
Mercedes
What is the strategy used by Evian to convey their message?
Featuring babies in advertisements
What is the term for the process of communicating an emotional message and building strong imagery and territory?
Brand story-telling
Which company is an example of extending to the opposite sex?
All of the above
What is the reason behind Haribo's new campaign?
Based on nostalgia
What is the purpose of renewing brand communication?
To keep the brand image young
What is the example of brand story-telling given in the text?
Apple's liberation from IBM
Study Notes
Internal Analysis
- Analyze company strengths and weaknesses
- Evaluate marketing and communication efficiency
- Identify unique product features
PESTEL Analysis
-
Political: Analyze political risks in entering a market
- Example: Hidalgo in Paris stopping cars from circulating, affecting car sellers and designers
-
Economic: Assess economic risks in the market
- Example: Economic downturn affecting consumer spending
-
Social: Identify consumer trends and their influence on the market
- Example: Consumers preferring environmentally friendly products
-
Technological: Analyze innovations that can impact the market
- Example: New patents and technology advancements
-
Ecological: Evaluate the availability of natural resources
- Example: Environmental concerns affecting product sales
-
Legal: Identify legal rules that can affect the product
- Example: Regulations on product labeling and packaging
Understanding Consumer Needs
- Consumer: A person who has already purchased a product twice
- Decision Maker: The person who makes the buying decision, not necessarily the buyer
- Choice Criteria: Factors that influence consumer purchasing decisions
- Usage: Analyze when, where, and how consumers use the product
- Talking to Consumers: Conducting consumer research to understand their needs and wants
Consumer Research
-
Step 1: Define the Marketing Problem: Identify the problem or opportunity to be addressed
- Example: Evian facial spray and BN's brand repositioning
-
Step 2: Extend Consumer Target: Identify new target groups and expand the customer base
- Example: Mercedes targeting younger consumers, Petit Bateau launching a collection for adults
-
Step 3: Renew Brand Communication: Update brand messaging and advertising
- Example: Evian's baby ads to convey a youthful image
-
Step 4: Brand Storytelling: Tell a story about the brand to communicate an emotional message
- Example: Apple's "liberating men from IBM" campaign
Brand Image and Identity
-
Brand Image: The tangible and intangible characteristics of a brand from the consumer's perspective
- Example: Ferrari's image includes Formula 1, red cars, and Italy
-
Brand Identity: The brand's self-expression and identity
- Example: Apple's brand identity is focused on innovation and simplicity
- Dimensions of Brand Image: 10 dimensions that define the brand image, including tangible and intangible characteristics
- Qualitative Research: Understand customers' opinions through focus groups and other methods
- Quantitative Research: Obtain percentages through larger surveys and research
Brand Communication
- Celebrity Endorsement: Transfer celebrity personality traits to the brand
- Imagery of Associated Users: Use imagery and associations to communicate brand personality
- Executional Elements: Use advertising tone, music, rhythm, and colors to communicate brand personality
- Brand Identity Prism: Describes the components that define the brand identity, including physique, personality, culture, relationship, reflection, and self-image facets
Positioning and Branding
- Positioning: Define a brand's unique position in the market
- POD (Point of Difference): A unique feature or benefit that sets a brand apart
- POP (Point of Parity): A feature or benefit that is common among brands in the category
- Positioning Map: A visual representation of a brand's position in the market relative to competitors
- Axes: Define the axes of the positioning map based on consumer feedback and relevant factors
Evaluate your company's internal strengths and weaknesses, and identify external factors that may impact your business, including political, economic, social, and technological risks. This quiz covers the key aspects of PESTEL and SWOT analysis, helping you to develop a comprehensive business strategy.
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