Brand Positioning and Brand Identity

Question 1

What is a Brand? (Kotler and Armstrong)

Answer 1

A name, term, sign, symbol, design or a combination of them which is intended to identify the goods and services of one seller and differentiate them from those of the others.

Question 2

What is Brand Positioning? (Rossiter et al)

Answer 2

A unique representation of brand in customers’ minds, that will lead them to choosing your brand.

Question 3

What are the 3 models of Positioning a Brand?

Answer 3

1. T-B-C: Brand Positioning Model (Macro Level)
2. I-D-U: Benefit Selection Model (Middle Level)
3. A-B-E: Benefit Claim Structure Model (Micro Level)

Question 4

What is the T-C-B Brand Positioning Model?

Answer 4

1. Product Category (C) - What is it?
2. Target Customer (T) - Who is it for?
3. Key Benefit (B) - What does it offer?

Question 5

What is the I-D-U Benefit Selection Model?

Answer 5

1. Important or Motivating to Target Customers (I)
2. Deliverable by the Brand (D)
3. Unique to the Brand (U)

Key Benefit: I + D + U

Question 6

When do you use the I-D-U strategy?

Answer 6

Key Benefit - Must be used in all brand marketing communications
Entry-Ticket Benefit: Delivered by every brand in the good or service category for the brand to be judged by the customer as a legitimate member of the category.
Inferior Benefit: Delivers a benefit that exists, but to a lesser degree.

Question 7

What is the A-B-E Model?

Answer 7

1. Attribute - Objective characteristics of the good or service
2. Benefit - Subjective characteristics resulting from the attribute that the buyer wants.
3. Emotion - Subjective feelings from using the good or service

Question 8

What is the Positioning Statement?

Answer 8

Incorporates the decision from the 3 positioning models.

Question 9

How do Positioning statements differ?

Answer 9

Through Macro, Middle and Micro levels, and if they are aimed at different stakeholder groups.

Question 10

What are the 2 key dimensions of a brand?

Answer 10

1. Brand Awareness

2. Brand Image

Question 11

What is Brand Awareness?

Answer 11

Involves ‘brand recall’ and ‘brand recognition’ which reflects the brands previous use. (brand cue and recollection from consumer).

Question 12

What is Brand Image?

Answer 12

Brand is more than a symbol or a name and represents the association people have of a brand in their mind based on their perception of it.

Question 13

What is Brand Attitude? (Rossiter et al - 2018)

Answer 13

How people combine their beliefs about brands attributes to form an overall evaluation of the brand to form a brand attitude, which helps decide purchase decisions.

Question 14

What are the 5 possible I-D-U strategies for increasing brand attitude?

Answer 14

1. Increased perceived delivery/delivered uniquely by the brand
2. Increases the perceived importance which the brand already delivers
3. Attempt to decrease competitors perceived delivery
4. Add a new benefit through innovation in which our brand delivers
5. Attempt to change the customers choice rule in the category in favour

Question 15

What is Brand Identity?

Answer 15

The overall brand value and visible elements of a brand, such as colour, design and logo, that identify and distinguish the brand in the consumer’s minds.

Question 16

How does Brand Identity inform a firm’s overall IMC campaign?

Answer 16

1. Helps represent your brand’s values and personality and convey consistent messages across all marketing channels
2. Helps the brand develop its own unique stance and value and differentiate itself from others in the market
3. Brand identity is the source of Brand positioning

Question 17

Why is Clear Positioning and Brand Identity Important?

Answer 17

1. Helps establish a relationship between the brand and the customer by generating benefits.
2. Should influence IMC in creating and maintaining synergistic and effective messages in line with the brand positioning.
3. Consideration of the suitability of the brand positioning against brand identity so that there are no potential conflicting messages.