69) Suppliers who are dependable in their on-time delivery, order completeness, and order-cycle
time are most likely to be differentiated based on ________.
A) resilience
B) innovativeness
C) insensitivity
D) reliability
E) expertise
70) Suppliers who are better at handling emergencies, product recalls, and inquiries are most
likely to be differentiated based on their ________.
A) innovativeness
B) thoroughness
C) resilience
D) insensitivity
E) reliability
71) A supplier creates better information systems, and introduces barcoding, mixed pallets, and
other methods of helping the consumer. The supplier is most likely to be differentiated on its
________.
A) innovativeness
B) reliability
C) insensitivity
D) resilience
E) accuracy
72) Associations that make up points-of-difference are based exclusively on product features.
73) Points-of-parity are attributes or benefits consumers strongly associate with a brand and
believe that they could not find to the same extent with a competitive brand.
74) Points-of-parity may be shared among two or more brands.
75) Category points-of-parity are unique to a brand.
76) Category points-of-parity may change over time due to technological advances, legal
developments, or consumer trends.
77) Category points-of-parity are associations designed to overcome perceived weaknesses of the
brand.
78) A competitive point-of-parity negates competitors’ perceived points-of-difference.
79) Trying to be all things to all people leads to highest-common-denominator positioning,
which is typically effective.
80) Straddle positioning refers to a brand using different positioning with different categories of
competitors.
81) Occasionally, a company will be able to straddle two frames of reference with one set of
points-of-difference and points-of-parity.
82) Perceptual maps provide quantitative portrayals of market situations and the way consumers
view different products, services, and brands along various dimensions.
83) The purpose of brand mantras is to ensure that employees and external marketing partners
understand what the brand is in order to represent it to the customers.
84) Brand mantras must communicate both what a brand is and what it is not.
85) Brand mantras are typically designed to capture the brand’s points-of-parity, that is, what is
unique about the brand.
86) Brands are never affiliated with categories in which they do not hold membership.
87) There are situations in which consumers know a brand’s category membership but may not
be convinced the brand is a valid member of the category.
88) The typical approach to positioning is to inform consumers of a brand’s membership before
stating its point-of-difference.
89) Competitive advantage is a company’s ability to perform in one or more ways that
competitors cannot or will not match.
90) The means of differentiation that are often most compelling to consumers relate to aspects of
the product and service.
91) Companies cannot achieve differentiation by differentiating their channels, as this is not the
purpose of a distribution channel.
92) A good positioning should contain points-of-difference and points-of-parity that have
rational but not emotional components.
93) With respect to positioning, explain points-of-parity and points-of-difference.
94) With the help of an example, explain straddle positioning.
95) Provide an example of a leverageable advantage.
96) Explain three variables a firm should consider when analyzing potential threats posed by
competitors.
97) There are three key consumer criteria that determine whether a brand association can truly
function as a point-of-difference. When the Westin Stamford hotel in Singapore advertised that it
was the world’s tallest hotel, it attempted to create a point-of-difference (POD). Explain why the
hotel may not have been successful in its attempt to create its POD.
98) Belling is a chain of coffee shops. Give an example of a category point-of-parity and a
competitive point-of-parity for the company.
99) Belling is a chain of coffee shops. Give an example of a point-of-parity and a point-of-
difference for the company.
100) Give an example of the use of straddle positioning.
101) Define a brand mantra and provide an example of a brand mantra.
102) Define leverageable advantage with an example.
103) How does a company differentiate its market offerings using employee differentiation?
Provide an example of a company using employee differentiation.
104) Companies can achieve competitive advantage through the way they design their
distribution channel. What three areas are considered in this design process?
105) Belling wants to analyze the threats posed by its competitors. Which three variables must it
monitor to achieve this?
106) Sally’s is a boutique bakery that specializes in cupcakes. How can Sally’s create channel
differentiation to stand apart from its competitors?
107) Sally’s is a boutique bakery that specializes in cupcakes. How can Sally’s create image
differentiation to stand apart from its competitors?
108) Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________
positioning allows the brand to create a point-of-parity (POP) on taste and a point-of-difference
(POD) on health with respect to quick-serve restaurants such as McDonald’s and Burger King
and, at the same time, a POP on health and a POD on taste with respect to health food restaurants
and cafés.
A) Category-based
B) Need-based
C) Noncomparitive
D) Straddle
E) Price-quality
109) Tums claims to have the most acid-reducing components of any antacid. In what way is the
brand’s category membership being conveyed?
A) comparing to exemplars
B) relying on the product descriptor
C) announcing category benefits
D) focusing on reliability
E) persuasion based on believability
110) The typical approach to positioning is to inform consumers of a brand’s category
membership before stating its point-of-________.
A) parity
B) difference
C) conflict
D) weakness
E) presence
111) In which of the following examples is a company communicating category membership
using a product descriptor?
A) Use Zipex for quick and thorough cleaning.
B) Barry’s Oats, when you want nutrition and flavor.
C) Clarity offers you the best prices for the best quality.
D) Choose Grissom’s for an unparalleled shopping experience.
E) Chloe: All you need for a beautiful you.
112) Industrial tools claiming to have durability, and antacids announcing their efficacy convey a
brand’s category membership by ________.
A) relying on the product descriptor
B) comparing to exemplars
C) announcing category benefits
D) communicating deliverability variables
E) identifying counter examples
113) A well-known car manufacturing company introduces a new hatchback model by
describing its distinctive features and then stressing the speed and safety qualities of the car.
Which of the following is the company using to convey its membership in the hatchback
segment?
A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes
114) Which of the following ways to convey a brand’s category membership relates to well-
known, noteworthy brands in a category helping a brand specify its category membership?
A) comparing to exemplars
B) communicating deliverability variables
C) identifying counter examples
D) announcing category benefits
E) relying on the product descriptor
115) SJC is a new retailer that targets the youth market. SJC needs to make an impression using
advertising, and decides to use funny or irreverent ads to get its point across. Each ad features
one of SJC’s competitors and conveys an advantage SJC has over that competitor. Which of the
following is the company using to convey its membership in the retail segment?
A) announcing category benefits
B) comparing to exemplars
C) relying on the product descriptor
D) using channel differentiation
E) maximizing negatively correlated attributes
116) When Tommy Hilfiger was an unknown brand, advertising announced his membership as a
great US designer by associating him with Geoffrey Beene, Stanley Blacker, Calvin Klein, and
Perry Ellis, who were recognized members of that category. Tommy Hilfiger conveyed the
brand’s category membership by ________.
A) relying on the product descriptor
B) focusing on reliability
C) comparing to exemplars
D) announcing category benefits
E) identifying counter examples
117) Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the X-
Trainer, which combined the attributes of an SUV, a minivan, and a station wagon. To
communicate its unique position — and to avoid association with its Explorer and Country
Squire models — the vehicle, eventually called Freestyle, was designated a “sports wagon.”
According to the given scenario, Ford Motor Co. conveyed their brand’s category membership by
________.
A) announcing category benefits
B) identifying counter examples
C) relying on the product descriptor
D) focusing on reliability
E) comparing to exemplars
118) The product descriptor that follows the brand name is often a concise means of conveying
category origin.
119) If Barry compares his organization’s products to those of leaders in the field, then he is
conveying category membership by “comparing to exemplars.”
120) A good illustration of negatively correlated attributes or benefits is good taste versus bad
taste.
121) A leverageable advantage is one that a company can use as a springboard to new
advantages.
122) In the context of Starbucks, 24-hour training program for baristas, stock options/health
benefits, triple filtrated water, and a totally integrated system are examples of brand mantras
within the brand positioning bull’s-eye.
123) One of the ways to communicate category membership is to rely on the product descriptor,
like when Ford positioned its Freestyle automobile, which combined the attributes of an SUV, a
mini-van, and a station wagon, as a “sports wagon.”
124) Describe three methods by which a brand can communicate category membership.
125) Give an example of how a brand can be affiliated with a category in which it does not hold
membership.
126) Belling begins most advertising messages by announcing category benefits and then
moving on to its specific positioning. Offer one reason why Belling may adopt this strategy.
127) How can coffee shop chain Belling convey its category membership? List the methods it
can use to achieve this.
128) As a company seeks to establish a category membership designation, how does the
company approach points-of-difference? What is done first?
129) Provide three examples of negatively correlated attributes and benefits.
130) What are the three main ways to convey a brand’s category members? Provide an example
of each.
131) Randall Ringer and Michael Thibodeau see ________ as based on deep metaphors that
connect to people’s memories, associations, and stories.
A) cultural branding
B) narrative branding
C) brand journalism
D) emotional branding
E) personal branding
132) Which element of a brand story framework do Randall Ringer and Michael Thibodeau
relate to the time, place, and context of the brand story?
A) cast
B) pitch
C) narrative arc
D) setting
E) language
133) Which element of a brand story framework do Randall Ringer and Michael Thibodeau
relate to the way the narrative logic unfolds over time, including actions, desired experiences,
defining events, and the moment of epiphany?
A) language
B) pitch
C) cast
D) setting
E) narrative arc
134) Which element of a brand story framework do Randall Ringer and Michael Thibodeau
relate to the authenticating voice, metaphors, symbols, themes, and leitmotifs?
A) narrative arc
B) context
C) language
D) setting
E) cast
135) Brand storytelling is a less-structured approach to brand positioning.
136) Narrative branding is based on deep metaphors that connect to people’s memories,
associations, and stories.
137) ESPN Zone restaurants tap into competitive masculinity and American Girl dolls tap into
mother-daughter relationship and the cross-generational transfer of femininity. These are
examples of narrative arcs.
138) Cultural branding is essential for small firms, but ineffective for large companies.
139) Name and briefly explain three less-structured alternatives to competitive brand positioning.
140) What are the five elements of narrative branding as described by Randall Ringer and
Michael Thibodeau?
141) Randall Ringer and Michael Thibodeau see narrative branding as based on deep metaphors
that connect to people’s memories, associations, and stories. Briefly describe their framework for
a brand story.
142) Which of the following statements about the branding guidelines for a small business is
true?
A) A small business must creatively conduct low-cost marketing research.
B) A small business must avoid leveraging secondary brand associations.
C) A small business must separate the well-integrated brand elements to enhance both brand
awareness and brand image.
D) A small business must disintegrate the brand elements to maximize the contribution of each
of the three main sets of brand equity drivers.
E) A small business must focus on building more than two strong brands based on a number of
associations.
143) Which of the following is NOT one of the specific branding guidelines for small
businesses?
A) Creatively conduct low-cost marketing research.
B) Leverage as many secondary associations as possible.
C) Focus on building one or two strong brands based on one or two key associations.
D) Create buzz and a loyal brand community.
E) Use a trial-and-error approach.
144) Small businesses must focus on building one or two strong brands based on one or two key
associations.
145) While creating a loyal brand community is useful for large companies, it is not cost–
effective for small firms.
146) How does a loyal brand community support the positioning and branding of a small
business? Provide an example to support your explanation.
147) Sally’s is a boutique bakery that specializes in cupcakes. Give one method by which Sally’s
can conduct low-cost marketing research.
148) Sally’s is a boutique bakery that specializes in cupcakes. Give some methods by which
Sally’s can position itself without spending a lot on promotions.