Chapter 2

Question 1

brand positioning plays a vital role in achieving your brand vision and mission

Answer 1

it defines what makes your brand motivating, unique and true for your target group
it is necessary to develop a competitive and coherent marketing mix
you could call it the GPS for your brand

Question 2

definition positioning

Answer 2

brand positioning is the heart of your marketing strategy
the act of designing the company’s offer and image so that it occupies a distinct and valued place in the target customers minds
of course it is crucial to take the competition into account as your positioning should be differentiating versus competition

Question 3

brand managers and marketers should know

Answer 3

who is the target consumer ?
what about your company/product/brand does best?
who are the main competition? what can you do better than the competition? what are the main differences and what are the main similarities of the brand vs competition? (POD AND POP)

Question 4

3 Cs

Answer 4

Customer, who is your target consumer (persona)
Company, what your company product or brand does best
Competition, who are the main competitors?

Question 5

a good positioning is

Answer 5

Customer = what the customer wants
company = what your company product or brand does best
competition = what you can do better than the competition

Question 6

importance of brand positioning

Answer 6

increasing competition
transparency of markets and less entry barriers
power of the consumer
power of the retailers/ distribution
low involvement and commoditization
importance of our sub conscience

Question 7

WHAT MAKES A STRONG BRAND?

Answer 7

a brand is called a strong brand if consumers by he knowledge and associations they have with regard to this brand, are reacting more positively to specific activities or actions of this brand
high brand awareness and brand knowledge (salience)
strong brand associations (image)

Question 8

kinds of brand awareness

Answer 8

spontaneous brand awareness
top of mind awareness
aided brand awareness

Question 9

BRAND ASSOCIATIONS

Answer 9

upbeat
sunshine
colorful
singles
nutritious
healthy
freshness
hawaii vacation escape
pineapple
refreshing
useful
innovative
contemporary
female
fruits
fun

Question 10

LADDERING

Answer 10

this chain gives meaning to a brand in terms of characteristics, benefits, associations, values etc
consumers choose those products that offer them the most of benefits and or that are really linked to their central values and beliefs

Question 11

relationship between 3 levels

Answer 11

brands have certain attributes
consumers connect benefits to the certain attributes of a brand
benefits are seen as more beneficial when they align with the consumers central values

Question 12

3 benefits for the customer

Answer 12

functional
experience
symbolic

Question 13

CBBE pyramid

Answer 13

related to very elementary questions customers have in relation to brands
who are you (brand identity
what are you (brand meaning
what about you and what do i think about it (brand response
what about us, what kind of associations do i have and do i want a relation with you (brand relation

Question 14

we see 3 levels of behaviour

Answer 14

buying intention: the degree to which a consumer is planning to buy a brand
brand loyalty consumers often have one or a selected set of brands they always buy or use
brand ambassadorship

Question 15

brand salience

Answer 15

measures the knowledge with regard to brand. to what extent is the brand known what about direct associations with regard to performance needs culture
BUILD BRAND SALIENCE

Question 16

5 potential attributes advantages

Answer 16

primary characteristics
reliability, sustainability, etc
effectiveness, efficiency and empathy
style and design
price

Question 17

CBBE pyramid

Answer 17

brand behaviour
brand preference
heartshare
mindshare

Question 18

Cbbe model levels name

Answer 18

Resonance
Feelings
Imagery
Salience

Question 19

brand imagery

Answer 19

brand imagery has to do with how the brand tries to fulfill the needs of the customers

Question 20

Brand imagery 4 intangible attributes

Answer 20

user profiles
purchase and usage situations
personality and values
history heritage and experience

Question 21

brand judgement

Answer 21

personal opinions and evaluations of customers about a brand, formed over time as a consequence of growing beliefs about performance, imagery

Question 22

4 kinds of evaluations that are important

Answer 22

quality, credibility, consideration, superiority

Question 23

brand feeling

Answer 23

warmth
fun
excitement
security
social approval
self respect

Question 24

brand resonance

Answer 24

describes the kind of relationship between the customer and the brand
brand resonance can be described by looking at the intensity, and the depth of the psychological relationship customers do have with a specific brand, together with the behaviour triggered by this bond

Question 25

Brand resonance 4 categories

Answer 25

loyalty attachment community engagement

Question 26

10 basic positioning strategies

Answer 26

product features design/style experiential stimulation values/personality user image price saliency channel choice customer service customer intimacy

Question 27

guidelines for positioning

Answer 27

defining and communicating a competitive frame of reference choosing and defining PODs and POPs creating a sustainable competitive advantage

Question 28

competitive frame of reference

Answer 28

to know which products or set of products your brand is competing with to tell the consumer which goals they can achieve by buying and using the product

Question 29

criteria of desirability of PODs

Answer 29

RELEVANCE: target consumers must find the POD important and personally relevant DIFFERENTIATING POWER: target consumers must find the POD superior and differentiating from the competition CREDIBILITY: a brand has to give a convincing and credible reason why consumers should choose for that brand SWEET SPOT IN THE MIDDLE

Question 30

transferability criteria of POD’s

Answer 30

feasibility: is the company able to create the POD in real life easy to communicate: what are the perceptions of the brand and the resulting brand associations of consumers? durability (sustainability): is the positioning defensible and difficult to attack? POSITIONING SHOULD BE DIFFERENTIATING

Question 31

POSITIONING STATEMENT

Answer 31

one sentence unambiguity all stakeholders have to agree with statement real work instrument this phrase has a clear structure

Question 32

6 steps of writing a good positioning statement

Answer 32

define market and competitive framework describe target customer (persona) Define PODs and POPs Use laddering for strong PODs Choose the level of communication Write down the positioning statement in one sentence