Chapter 1

Question 1

Brand positioning

Answer 1

specific, intended meaning for a brand in Customer minds

Question 2

5 positioning fundamentals

Answer 2

1. target consumers (who?)
2. frame reference (what?)
3. point of difference (why?)
4. reasons to believe (create a superiority claim)
5. develop an effective position (positioning statement)

Question 3

Points of parity

Answer 3

the features that are shared by members within a category

Question 4

Point of difference

Answer 4

how the brand is superior to others