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Branding > Brand positioning > Flashcards

Brand positioning Flashcards

1
Q

What are the brand roles?

A
  • Identify the Maker
  • Simplify Product Handling
  • Organize Accounting
  • Offer Legal Protection
  • Signify Quality
  • Create Barriers to Entry
  • Serve as Competitive Advantage
  • Secure Price Premium
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2
Q

Attributes or benefits consumers
strongly associate w/ a brand,
positively evaluate, and believe
they could not find to the same
extent with a competitive brand

A

Points-of-Difference (POD)

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3
Q

Associations that are not
necessarily unique to the
brand but may be shared
with other brands

A

Points-of-Parity (POP)

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4
Q

What makes your product similar
w/ competitors

A

Points-of-Parity (POP)

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5
Q

What makes your product set apart
(Competitive Advantage)

A

Points-of-Difference (POD)

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6
Q

CRITERIA OF POD

A

Desirable
Deliverable
Differentiating

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7
Q

INDICATORS OF POD

A

Customer Benefit
Brand Loyalty

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8
Q

Competitive
Frame of
Reference

A

Customer Awareness
Product Quality
Product Availability
Technical Assistance
Selling Staff

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9
Q

The way you want to be perceived. It is a brand strategy. This includes:

Market Opportunity, Target Market, Brand Promise, Values, Macro Trends.

A

Brand blueprint

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10
Q

The way your brand presents itself. It is a brand expression. This includes:

Logo, Color Palette, Typography, Tone, Messaging.

A

Brand identity

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11
Q

The way consumers actually perceive you. It is a consumer perception. This includes:

Expectations, Emotions and Feelings, Impressions, Decisions.

A

brand

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12
Q

How did we establish a frame?

A

Signals consumers can expect by using a brand.

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13
Q

Are we leveraging our points of parity?

A

Meeting POP for consumers to perceive legitimacy of player

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14
Q

Are the points of difference compelling?

A

Distinguishing character consumer finds relevant & believable translating to a brand association

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15
Q

Very few organizations know why they do what they do. Why is it not about money? That’s the result. It’s a purpose, cause, or belief. It’s the very reason your organization exists.

A

WHY

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16
Q

Some organizations know how they do it. These are the things that make them special or set them apart from competition.

A

HOW

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17
Q

Every organization knows what they do. These are products they sell or the services they offer.

A

WHAT

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18
Q

Is a combination of (1) What you can offer, (2) What the market doesn’t provide, (3) What people need.

A

BRAND PROMISE

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19
Q

It is communicating & inspiring brand presence.

A

BRAND PROMISE

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20
Q

Marketers vision of what the brand must be to consumers

A

BRAND PROMISE

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21
Q

Commitment that the company makes to consumers (what to expect / what to think)

A

BRAND PROMISE

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22
Q

Why does the brand exist?

A

BRAND POSITIONING

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23
Q

→ How is the brand different or better than competition?

→ Focuses on the target with benefit in mind

It should be (1) simple, (2) realistic/credible, (3) memorable, and (4) actionable

A

BRAND PROMISE

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24
Q

Defines & Communicates what a brand stands for & is all about one of the most important decisions for brand building.

A

BRAND POSITIONING

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25
Q

It creates a better understanding of
▫ Who they are
▫ What sets them apart
▫ Why customers should use their products over competitors

A

BRAND POSITIONING

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26
Q

Differentiation helps:
▫ Increase brand awareness
▫ Communicate Value
▫ Justify Pricing

A

BRAND POSITIONING

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27
Q

The way customer identifies & connects with a brand
▫ Associated emotions
▫ Needs
▫ Feelings
▫ Sentiments

A

BRAND POSITIONING

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28
Q

Successful Positioning

A

▫ Consistently examining competitors
▫ Providing relevant value to target customers & clients
▫ Helps organization make growth based strategic decisions
▫ Sets brand apart along with market changes

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29
Q

Strategic framework used to define & visualize positioning towards competitors. It identifies the following:

▫ Opportunity for differentiation
▫ Refine brand message ▫ Develop strategies leveraging brand’s strengths & address weaknesses
A

Brand Positioning
[BULLSEYE FRAMEWORK]

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30
Q

Guiding principle of a brand - internally focused

A

BRAND MANTRA

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31
Q

Alignes employees with brand’s missions & values

A

BRAND MANTRA

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32
Q

Serves as a brand rally cry / RA RA

A

BRAND MANTRA

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33
Q

It should be:

▫ Simplicity
▫ Authenticity
▫ Relevance 
▫ Uniqueness
▫ Consistency
A

BRAND MANTRA

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34
Q

Visual representation that defines & communicates emotional & psychological core elements of brand identity

A

Brand Essence Wheel Model

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35
Q

Aids the development of:
▫ Brand Messaging
▫ Visual Identity
▫ Marketing Strategies

A

Brand Essence Wheel Model

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36
Q

Beliefs that a company stand for

A

Brand Values

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37
Q

Compass that guide brand story, actions, behaviors, decision-making process

A

Brand Values

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38
Q

Standards a company will follow and uphold in pursuit of its mission and vision

A

Brand Values

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39
Q

Added Value endowed on products / services

A

Brand Equity

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40
Q

May be reflected in the way customers think, feel, & act with respect to the brand

A

Brand Equity

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41
Q

Components of Brand Equity

A

(1) ▫ Consumer Perception - What consumers believe & brand represents
(2) ▫ Positive / Negative Effects - What a brands reputation is viewed to be
(3) ▫ Resulting Value - What return a brand generates for the business as a whole

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42
Q

What consumers believe & brand represents

A

Consumer Perception

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43
Q

What a brands reputation is viewed to be

A

Positive / Negative Effects

44
Q

What return a brand generates for the business as a whole

A

Resulting Value

45
Q

Used to assess & measure the strength of the brand

A

Brand Asset Valuator (BAV) Model

46
Q

Provides insights on how to perceive & relate to brand

A

Brand Asset Valuator (BAV) Model

47
Q

Brand perception develops progressively in the mind of consumer

A

Brand Asset Valuator (BAV) Model

48
Q

Energized Differentiation - The brand’s point of difference
Relevance - How appropriate the brand is to you

A

BRAND STRENGTH

49
Q

Esteem - How you regard the brand
Knowledge - An intimate understanding of the brand

A

BRAND STATURE

50
Q

3 key Components (it provides a common language for brand performance)

A

▫ Analysis of brands financial performance
▫ Role brand plays in purchase decision
▫ Competitive strength of the brand

51
Q

Financial Forecast, Role of Brand, and Brand Strength

A

BRAND VALUE

52
Q

→ (1) Brand Strength diagnostic of the current state of the brand vs the competition

→ (2) Strategic Imperatives to guide brand initiatives moving forwards

→ (3) Brand Plan prioritizing where we should focus our efforts over the next 12 months

A

BRAND VALUE

53
Q

Brand Strength Factors

A

Internal Factors
▫ Clarity
▫ Protection
▫ Commitment
▫ Responsiveness

External Factors
▫ Authenticity
▫ Relevance
▫ Consistency
▫ Differentiation
▫ Presence
▫ Understanding

54
Q

→ What we can see
→ Design of the brand

A

BRAND IDENTITY

55
Q

Communication, Logo, Behavior, Language, Mission, Vision, Culture, Design

A

BRAND IDENTITY

56
Q

Symbolic graphic mark representing the brand.

A

LOGO

57
Q

Words used to identify comp. or product.

A

NAME

58
Q

Signature colors used consistently

A

COLOR PALETTE

59
Q

Typography styles

A

FONTS

60
Q

Memorable phrase (brand’s purpose)

A

TAGLINE

61
Q

representing brand identity

A

MASCOT CHARACTER

62
Q

Materials and design (product recognition)

A

PACKAGING

63
Q

→ The way you want customers to perceive your brand

→ Visual identity, tone of voice, messaging & campaigns

A

BRAND IDENTITY

64
Q

→ The way customers actually perceive your brand

→ Reputation, Belief, Emotion & Impression

A

BRAND IMAGE

65
Q

Consumers’ need for identity and expression of self

A

BRAND PERSONALITY

66
Q

Key driver of brand attitudes, chose and consumption

A

BRAND PERSONALITY

67
Q

Brands consumed are due to symbolic benefits provided by the brands

A

BRAND PERSONALITY

68
Q

▫ down to earth, family-oriented, small town
▫ honest, sincere, real
▫ wholesome, original
▫ cheerful, sentimental, friendly

A

SINCERITY

69
Q

▫ daring, trending, exciting
▫ spirited, cool, young
▫ imaginative, unique
▫ up-to-date, independent, contemporary

A

EXCITEMENT

70
Q

▫ reliable, hardworking, secure
▫ intelligent, technical, corporate
▫ successful, leader, confident

A

Competence

71
Q

▫ upper class, glamorous, good looking
▫ charming, feminine, smooth

A

Sophistication

72
Q

▫ outdoorsy, glamorous, good looking
▫ tough, rugge

A

Ruggedness

73
Q

spellbind customers; dreamers who don’t tend to consider logic and rules but instead imagine endless possibilities.

A

Magician brands

74
Q

They want to grow with, and join the brand or an enchanting journey. Vivid imagination is what truly captures the hearts of these customers

A

Magician brands

75
Q

eternally looking to develop their mental capacity in order to grow and sustain a high level of wisdom among their social groups and peers.

A

SAGE BRANDS ”the truth will set you free”

76
Q

They want to bet he go-to source of information at all times. This brings immense satisfaction

A

SAGE BRANDS

77
Q

often analytical; impressed by intellectual concepts, logic and innovation - new ways of thinking assures their attention

A

SAGE CUSTOMERS

78
Q

Stereotypical customers of innocent brands seek genuine, down-to-earth communication and sincerity at every turn.

A

THE INNOCENT “free to be you and me”

79
Q

They dislike complexity, edgy humor and always avoid risk. Transparency is a major attraction for these customers.

A

THE INNOCENT

80
Q

They truly live on the wild side of life.

A

THE OUTLAW

81
Q

They love brands that revolutionize and refuse to be dull - while they loathe portrayed innocence or over-the-top happiness.

A

The Outlaw “rules are made to be broken”

82
Q

rebel customers will not take no for an answer – they do what they like, when they like – and they religiously follow brands that do the same.

A

The Outlaw “rules are made to be broken”

83
Q

are playful and cheery; a minute will rarely go by without a chuckle or two!

A

The Jester “you only live once”

84
Q

Occasionally weird and always fun, they will forever see the positive side of things (and try their best to involve everybody else in their fun)

A

The Jester “you only live once”

85
Q

Silliness is at the very hearts of these customers - it’s a defining character trait that really matters to them. They will quickly turn off at the first sign of anything even remotely boring

A

The Jester “you only live once”

86
Q

typically allured by aesthetic beauty, class, and glamour.

A

The Lover “you’re the only one”

87
Q

They want to stand out, be desired and ooze mystical charm; anything ‘no frills’ or unbranded is simply not up to the high standards of these indulgent buyers.

A

The Lover “you’re the only one”

88
Q

Think intimate apparel, luxury, and beauty brands.

A

The Lover “you’re the only one”

89
Q

enjoy the safety and security promised to them – they are unassuming and motherly in nature.

A

The Caregiver “love your neighbor as yourself”

90
Q

Generous and subtle, they detest anything harsh or negatively-charged.

A

The Caregiver “love your neighbor as yourself”

91
Q

just want to feel loved and cherished; traits they also display to those around them.

A

The Caregiver “love your neighbor as yourself”

92
Q

immensely dominant and crave supremacy; being noticed and admired are objectives at the very top of their life agendas

A

The Ruler “power isn’t everything, it’s the only thing”

93
Q

They are massively attracted by wealth, respect and prestige

A

The Ruler “power isn’t everything, it’s the only thing”

94
Q

These particular customers deeply desire to become what ‘ruler’ brands persistently emanate

A

The Ruler “power isn’t everything, it’s the only thing”

95
Q

often crave thrill-seeking quests – they are constantly scoping out the next mental and physical high.

A

The Explorer “dont fence me in”

96
Q

They want to push their limits to the max and will stop at nothing until they achieve (or win)

A

The Explorer “dont fence me in”

97
Q

Boundaries are definitely not familiar territory for these customers

A

The Explorer “dont fence me in”

98
Q

often look for high levels of practicality, minus any bells and whistles.

A

The Regular Guy/Girl “all men and women are created equal”

99
Q

They admire empathy and avoid any pretense, showboating or competition (unless it’s all in the name of good, clean fun)

A

The Regular Guy/Girl “all men and women are created equal”

100
Q

These customers want to belong and feel entirely comfortable with the brand they associate with – like they would a long-time companion.

A

The Regular Guy/Girl “all men and women are created equal”

101
Q

typically the focus of attention for customers who are born to be tremendously creative – it’s in their blood.

A

The Creator “if you can imagine it, it can be done”

102
Q

They also attract customers who like to be seen as different and trend-setting (like apple’s mac and iphone)

A

The Creator “if you can imagine it, it can be done”

103
Q

loyalty often plays a huge role in their success. Customers don’t just buy – the brand becomes a way of life.

A

The Creator “if you can imagine it, it can be done”

104
Q

classically attract customers who appreciate steadfast quality, endurance and value. These people tend to have the courage to try something new, in order to quickly progress.

A

The Hero “where there’s a will, there’s a way”

105
Q

enjoy a sense of winning and are expressly self-confident

A

The Hero “where there’s a will, there’s a way”

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