brand management test 1 correctly
answered to pass graded A+
Points-of-difference (PODs) - correct answer ✔✔Attributes or benefits that
consumers strongly associate with a brand, positively evaluate, and believe that
they could not find to the same extent with a competitive brand.
Points-of-parity associations (POPs) - correct answer ✔✔Not necessarily unique to
the brand but may be shared with other brands
Brand Positioning Guidelines - correct answer ✔✔-Defining and communicating
the competitive frame of reference
-Choosing and establishing points-of-parity and points-of-difference
Defining and Communicating the Competitive Frame of Reference - correct
answer ✔✔-Determine category membership.
-Inform consumers of a brand's membership before stating its point of difference
in relationship to other category members.
Choosing POP's & POD's - correct answer ✔✔Desirability criteria (consumer
perspective)
-Personally relevant
-Distinctive and superior
,-Believable and credible
Deliverability criteria (firm perspective)
-Feasible
-Communicable
-Sustainable (Pre-emptive, defensible, and difficult to attack)
Brand Elements - correct answer ✔✔Also called brand identities, trademarkable
devices that serve to identify and differentiate the brand.
Includes:
-Brand names
-URLs
-Logos and symbols
-Characters
-Spokespeople
-Slogans
-Jingles
-Packages and signage
6 Criteria for Choosing Brand Elements - correct answer ✔✔Marketers offensive
strategy and build brand equity
Memorability
Meaningfulness
,Likability
maintaining brand equity
Transferability
Adaptability
Protectability
Memorability - correct answer ✔✔Brand elements should inherently be
memorable and attention-getting, and therefore facilitate recall or recognition.
Meaningfulness - correct answer ✔✔Two important criteria
-General information about the nature of the product category (brand awareness
& salience)
-Specific information about particular attributes and benefits of the brand (brand
image and positioning)
Likability - correct answer ✔✔-Do customers find the brand element aesthetically
appealing?
-Descriptive and persuasive elements reduce the burden on marketing
communications to build awareness.
Transferability - correct answer ✔✔-How useful is the brand element for line or
category extensions?
, -To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
Adaptability - correct answer ✔✔The more adaptable and flexible the brand
element, the easier it is to update it to changes in consumer values and opinions.
Protectability - correct answer ✔✔Marketers should:
1. Choose brand elements that can be legally protected internationally.
2. Formally register chosen brand elements with the appropriate legal bodies.
3. Vigorously defend trademarks from unauthorized competitive infringement.
Tactics for Brand Elements - correct answer ✔✔A variety of brand elements can
be chosen that inherently enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.
-Brand names
-URLs
-Logos and symbols
-Characters
-Slogans
-Packaging
Brand Names - correct answer ✔✔Like any brand element, brand names must be
chosen with the six general criteria of memorability, meaningfulness, likability,
transferability, adaptability, and protectability in mind.
answered to pass graded A+
Points-of-difference (PODs) - correct answer ✔✔Attributes or benefits that
consumers strongly associate with a brand, positively evaluate, and believe that
they could not find to the same extent with a competitive brand.
Points-of-parity associations (POPs) - correct answer ✔✔Not necessarily unique to
the brand but may be shared with other brands
Brand Positioning Guidelines - correct answer ✔✔-Defining and communicating
the competitive frame of reference
-Choosing and establishing points-of-parity and points-of-difference
Defining and Communicating the Competitive Frame of Reference - correct
answer ✔✔-Determine category membership.
-Inform consumers of a brand's membership before stating its point of difference
in relationship to other category members.
Choosing POP's & POD's - correct answer ✔✔Desirability criteria (consumer
perspective)
-Personally relevant
-Distinctive and superior
,-Believable and credible
Deliverability criteria (firm perspective)
-Feasible
-Communicable
-Sustainable (Pre-emptive, defensible, and difficult to attack)
Brand Elements - correct answer ✔✔Also called brand identities, trademarkable
devices that serve to identify and differentiate the brand.
Includes:
-Brand names
-URLs
-Logos and symbols
-Characters
-Spokespeople
-Slogans
-Jingles
-Packages and signage
6 Criteria for Choosing Brand Elements - correct answer ✔✔Marketers offensive
strategy and build brand equity
Memorability
Meaningfulness
,Likability
maintaining brand equity
Transferability
Adaptability
Protectability
Memorability - correct answer ✔✔Brand elements should inherently be
memorable and attention-getting, and therefore facilitate recall or recognition.
Meaningfulness - correct answer ✔✔Two important criteria
-General information about the nature of the product category (brand awareness
& salience)
-Specific information about particular attributes and benefits of the brand (brand
image and positioning)
Likability - correct answer ✔✔-Do customers find the brand element aesthetically
appealing?
-Descriptive and persuasive elements reduce the burden on marketing
communications to build awareness.
Transferability - correct answer ✔✔-How useful is the brand element for line or
category extensions?
, -To what extent does the brand element add to brand equity across geographic
boundaries and market segments?
Adaptability - correct answer ✔✔The more adaptable and flexible the brand
element, the easier it is to update it to changes in consumer values and opinions.
Protectability - correct answer ✔✔Marketers should:
1. Choose brand elements that can be legally protected internationally.
2. Formally register chosen brand elements with the appropriate legal bodies.
3. Vigorously defend trademarks from unauthorized competitive infringement.
Tactics for Brand Elements - correct answer ✔✔A variety of brand elements can
be chosen that inherently enhance brand awareness or facilitate the formation of
strong, favorable, and unique brand associations.
-Brand names
-URLs
-Logos and symbols
-Characters
-Slogans
-Packaging
Brand Names - correct answer ✔✔Like any brand element, brand names must be
chosen with the six general criteria of memorability, meaningfulness, likability,
transferability, adaptability, and protectability in mind.
