Session 2

Question 1

What does it mean when a product has no logo, slogan, or distinctive packaging?

Answer 1

A product lacks brand elements

Question 2

How you can indentify and establish position?

Answer 2

1. Consumer: Target consumer and needs
2. Competition: Competitors
3. POP: Your brand similar to competitors
4. POD: Your brand different to competitors

Question 3

Which reasearchs companies need?

Answer 3

Both: quantitative and qualitative

Question 4

What is Consumer-Based Insight (CBI)?

Answer 4

CBI represents the intersection of three key factors:
1. Consumer
2. Brand
3. Category

It identifies a single insight (or need) that your product or service can fulfill by aligning consumer needs with the brand’s strengths within a specific market category.

Question 5

How should competition be defined?

Answer 5

Competition should not be defined too narrowly; often it occurs at the benefit level rather than the attribute level

Question 6

Points of Parity (Similarity):

Answer 6

Attributes or benefits that are not necessarily unique to the brand, but may in fact be shared with other brands

Question 7

Points of Difference:

Answer 7

Attributes or benefits that consumers believe that they could not find to the same extent with a competitive brand

Question 8

How can you do brand positioning?

Answer 8

PoP, PoD

Question 9

What are the core brand values?

Answer 9

They are a set of abstract associations (attributes and benefits) that characterize the 5-10 most important aspects or dimensions of a brand.

Question 10

What roles do core brand values play in brand positioning?

Answer 10

They define points-of-parity and points-of-difference, helping to distinguish a brand from its competitors.

Question 11

How can core brand values be identified?

Answer 11

Through mental mapping, which visually represents the key attributes and benefits associated with the brand.

Question 12

What is the final step in articulating what your brand stands for?

Answer 12

Articulating the core brand values into specific slogans created for target consumer groups.

Question 13

How many steps are to develop a brand slogan?

Answer 13

3 steps

Question 14

Which are the steps to develop a brand slogan?

Answer 14

1. Create Mental Map and summarisze associations into categories.
2. Identify PoPs versus PoDs
3. Create brand slogan (external) for specific target customers

Question 15

What does a Mental Map portrays?

Answer 15

A target market‘s most relevant brand associations (attributes) and consumer responses

Question 16

Why it’s important to brand position?

Answer 16

To create a unique image of the brand in the customer’s mind.

Question 17

From what you need to differentiate your brand?

Answer 17

From it’s biggest competitors

Question 18

How you can differentiate?

Answer 18

1. Establish shared Points of Parity
2. Develop unique Points of Difference
3. Summarize in a brand mantra (for employees, managers, investors)
4. Create a brand slogan (attracting
   specific target customers)

Question 19

What is a brand slogan?

Answer 19

Brand promise for/to target consumers