Chapter 5

Question 1

3 main elements of a brand positioning statement:

Answer 1

1) Audience
2) Benefit
3) Compelling reason why

Question 2

What does an effective brand positioning statement do for the customer?

Answer 2

It drives everything the customer knows and believes about the product

Question 3

The brand positioning statement provides the foundation for _____.

Answer 3

Advertising, pricing, & promotions

Question 4

What 3 words describe an effective brand positioning statement?

Answer 4

1) Straightforward
2) Intriguing
3) Specific

Question 5

Define “target audience”.

Answer 5

the CORE group, but other consumers may be interested in the brand as well.

Question 6

What is the “kitchen logic” test?

Answer 6

You must ensure that you’ve stated your reason why in a clear, uncomplicated way so that two people sitting at the kitchen table can explain it easily to one another.

Question 7

How can you differentiate your brand from other brands in the consumer’s mind?

Answer 7

Show consumers an emotional benefit of your product that can solve a meaningful and relevant problem.

Question 8

What phrase should always begin the articulation of the compelling reason why in brand positioning?

Answer 8

“That’s because”