Differentiation and Brand Positioning

Question 1

brand positioning

Answer 1

place brand occupies in customer minds relative to their needs and competing brand and marketer’s decision making to create such a position

Question 2

differentiation (x2)

Answer 2

physical, perceptual

Question 3

Marketing decision makers position by (x4)

Answer 3

1. simple physically based attributes (size)
2. complex physically based attributes (computer speed)
3. essentially abstract attributes (prestige)
4. price

Question 4

Brand positioning steps (x7)

Answer 4

1. Identify set of competitive brands in target market
2. Identify set of determinant attributes that define product space of current offerings
3. Collect information from a sample of customers about perceptions of each brands on determinant attributes
4. Determine brand’s current positioning and intensity in product space
5. Determine customers most preferred combination of determinant attributes
6. Examine the fit between preferences of market segments and current brand positioning. Identify positions new brands may be placed.
7. Write positioning statement or value proposition to guide development and implementation strategy

Question 5

Identify determinant attributes (x9)

Answer 5

features, benefits, parentage, manufacturing process, ingredients, endorsements, comparison, pro-environment, price/quality

Question 6

Analyze current positions of brand in the competitive set

Answer 6

1. positioning grid (perceptual map)

2. value curve

Question 7

Software for positioning decision making

Answer 7

conjoint analysis
factor analysis and discriminant analysis
multidimensional scaling

Question 8

value proposition

Answer 8

target market, benefits offered, price range

Question 9

brand equity

Answer 9

value created by establishing customer preference (think, feel, act)

Question 10

winning market strategy

Answer 10

clear and distinctive positioning that differentiates between brands

Question 11

clear and distinctive positioning based on

Answer 11

1-2 attributes. Any more are confusing