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Assignment 3
Assignment 3
BRAND POSITIONING
A. GENERAL CONCEPTS
1. As part of the strategic brand management process, each company and offering must
represent a distinctive in the mind of the target market.
a. Promotion
b. Cell
c. organizational concept
d. big idea
2. Splenda sugar substitute became a category leader by differentiating itself on its authenticity
as a product derived from sugar. This POD demonstrates because target consumers
found it to be unique and superior.
a. Believability
b. Relevance
c. Feasibility
d. Distinctiveness
Answer:
3. Consumers might not consider a travel agency truly a travel agency unless it is able to make
air and hotel reservations, provide advice about leisure packages, and offer various ticket
payment and delivery options. These service elements are considered .
a. competitive points-of-difference
b. competitive points-of-parity
c. category points-of-difference
d. category points-of-parity
D. SHORT ANSWER
Category membership includes the products or sets of products with a brand competes and which function as
close substitutes.