Marketing Management, 14e (Kotler/Keller)
Chapter 10 Crafting the Brand Positioning
1) All marketing strategy is built on STPsegmentation, targeting, and ________.
A) positioning
B) product
C) planning
D) promotion
E) performance
Answer: A
Page Ref: 275
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
2) ________ is the act of designing the company's offering and image to occupy a distinctive
place in the minds of the target market.
A) Positioning
B) Valuation
C) Pricing
D) Commercialization
E) Launching
Answer: A
Page Ref: 276
Objective: 1
AACSB: Analytic skills
Difficulty: Easy
3) The goal of positioning is ________.
A) to locate the brand in the minds of consumers to maximize the potential benefit to the firm
B) to discover the different needs and groups existing in the marketplace
C) to target those customers marketers can satisfy in a superior way
D) to collect information about competitors that will directly influence the firms' strategy
E) to help the firm anticipate what the actions of its competitors will be

Answer: A
Page Ref: 276
Objective: 1
Difficulty: Moderate

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4) The result of positioning is the successful creation of ________, which provides a cogent
reason why the target market should buy the product.
A) an award-winning promotional campaign
B) a customer-focused value proposition
C) a demand channel
D) everyday low pricing
E) employee value proposition
Answer: B
Page Ref: 276
Objective: 1
AACSB: Reflective thinking
Difficulty: Easy
5) Which of the following best describes a car company's value proposition?
A) We charge a 20% premium on our cars.
B) We target safety-conscious upscale families.
C) We sell the safest, most durable wagon.
D) We are the market leader in the small car category.
E) We focus on expanding in faster-growing markets.
Answer: C
Page Ref: 276
Objective: 1

AACSB: Analytic skills
Difficulty: Moderate
6) Which of the following best describes BR Chicken's value proposition?
A) We sell chicken at most major malls.
B) We undertake home delivery services.
C) We target quality-conscious consumers of chicken.
D) We sell tender golden chicken at a moderate price.
E) We charge a 10% premium on our chicken.
Answer: D
Page Ref: 276
Objective: 1
AACSB: Analytic skills
Difficulty: Moderate

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7) The ________ defines which other brands a brand competes with and therefore which brands
should be the focus of competitive analysis.
A) consumer profitability analysis
B) competitor indexing
C) service blueprint
D) competitive frame of reference
E) cluster analysis
Answer: D
Page Ref: 276
Objective: 1
Difficulty: Easy
8) ________ refers to the products or sets of products with which a brand competes and which

function as close substitutes.
A) Consumer profitability analysis
B) Competitive frame of reference
C) Category membership
D) Value membership
E) Demand field
Answer: C
Page Ref: 277
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
9) ________ are defined as companies that satisfy the same customer need.
A) Communities
B) Competitors
C) Trendsetters
D) Industries
E) Task groups
Answer: B
Page Ref: 278
Objective: 1
Difficulty: Easy
10) A(n) ________ is a group of firms offering a product or class of products that are close
substitutes for one another.
A) community
B) task force
C) industry
D) focus group
E) umbrella brand
Answer: C
Page Ref: 278

Objective: 1
Difficulty: Easy
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11) Which of the following statements about blue ocean thinking is true?
A) It involves designing creative business ventures to positively affect both a company's cost
structure
and its value proposition to consumers.
B) In blue ocean thinking, industry boundaries are defined and accepted, and the competitive
rules of the game are known.
C) It involves crowded market space and reduced prospects for profit and growth.
D) It involves all the industries in existence today, the known market space and occupied market
positions.
E) In blue ocean thinking, value to consumers comes from reintroducing factors the industry has
previously offered.
Answer: A
Page Ref: 278
Objective: 1
Difficulty: Moderate
12) Which of the following terms is most closely associated with the statement: "attributes or
benefits consumers strongly associate with a brand, positively evaluate, and believe that they
could not find to the same extent with a competitive brand"?
A) points-of-inflection
B) points-of-difference
C) points-of-parity
D) points-of-value
E) points-of-presence
Answer: B

Page Ref: 280
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
13) ________ are product associations that are not necessarily unique to the brand but may in
fact be shared with other brands.
A) Points-of-parity
B) Points-of-difference
C) Points-of-inflection
D) Points-of-presence
E) Points-of-divergence
Answer: A
Page Ref: 280
Objective: 3
Difficulty: Easy

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14) The three criteria that determine whether a brand association can truly function as a point-ofdifference are ________.
A) comparability, authenticity, deliverability
B) desirability, peculiarity, deliverability
C) deviance, peculiarity, deformity
D) desirability, deliverability, differentiability
E) differentiability, authenticity, desirability
Answer: D
Page Ref: 280
Objective: 3
Difficulty: Easy

15) Which of the following criteria relates to consumers seeing the brand association as
personally relevant to them?
A) deliverability
B) authenticity
C) desirability
D) differentiability
E) feasibility
Answer: C
Page Ref: 280
Objective: 3
Difficulty: Easy
16) Which of the following criteria relates to the company having the internal resources and
commitment to feasibly and profitably create and maintain the brand association in the minds of
consumers?
A) differentiability
B) peculiarity
C) desirability
D) believability
E) deliverability
Answer: E
Page Ref: 280
Objective: 3
Difficulty: Easy

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17) Which of the following criteria relates to consumers seeing the brand association as
distinctive and superior to relevant competitors?

A) desirability
B) differentiability
C) believability
D) deliverability
E) deviance
Answer: B
Page Ref: 280
Objective: 3
Difficulty: Easy
18) The brand must demonstrate ________, for it to function as a true point-of-difference.
A) clear superiority on an attribute or benefit
B) clear profitability to the company
C) clear similarity to the attributes of other brands
D) technological advances for an attribute or benefit
E) exploitation of competitors' weakness
Answer: A
Page Ref: 280
Objective: 3
Difficulty: Moderate
19) The two basic forms of points-of-parity are ________ and ________.
A) conceptual points-of-parity; competitive points-of-parity
B) strategic points-of-parity; conceptual points-of-parity
C) category points-of-parity; deliverable points-of-parity
D) competitive points-of-parity; peculiar points-of-parity
E) category points-of parity; competitive points-of-parity
Answer: E
Page Ref: 280
Objective: 3
Difficulty: Easy
20) ________ are attributes or benefits that consumers view as essential to a legitimate and

credible offering within a certain product or service class.
A) Category points-of-difference
B) Conceptual points-of-parity
C) Competitive points-of-parity
D) Category points-of-parity
E) Competitive points-of-difference
Answer: D
Page Ref: 280
Objective: 3
Difficulty: Easy

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21) Philip Morris bought Miller brewing and launched low-calorie beer, at a time when
consumers had the impression that low-calorie beer does not taste as good as normal beer. What
does the company assure by stating that the beer tastes good?
A) points-of-difference
B) points-of-presence
C) points-of-parity
D) points-of-conflict
E) points-of-inflection
Answer: C
Page Ref: 280-281
Objective: 3
Difficulty: Moderate
22) Philip Morris bought Miller brewing and launched low-calorie beer, at a time when
consumers had the impression that low-calorie beer does not taste as good as normal beer. What
did the company try to build when they conveyed the fact that the beer contained one third less

calories and hence it is less filling?
A) points-of-difference
B) points-of-conflict
C) points-of-parity
D) points-of-presence
E) points-of-inflection
Answer: A
Page Ref: 280- 281
Objective: 3
Difficulty: Moderate
23) Consumers might not consider a hand sanitizer truly a hand sanitizer unless they are gels
designed to apply topically, contain alcohol that kills the germs present on the skin, and
developed for use after washing hands or for those times when soap and water are not available.
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
E) conceptual points-of-parity
Answer: D
Page Ref: 280- 281
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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24) Nivea became the leader in the skin cream class on the "gentle", "protective" and "caring"

platform. The company further moved into classes such as deodorants, shampoos and cosmetics.
Attributes like gentle and caring were of no value unless consumers believed that its deodorant
was strong enough, its shampoo would cleanse and its cosmetics would be colorful enough. This
is an example of ________.
A) competitive points-of-parity
B) competitive points-of-difference
C) category points-of-parity
D) category points-of-difference
E) competitive points-of-presence
Answer: C
Page Ref: 280- 281
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
25) ________ are associations designed to overcome perceived weaknesses of the brand.
A) Conceptual points-of-parity
B) Category points-of-difference
C) Competitive points-of-parity
D) Competitive points-of-difference
E) Category points-of-parity
Answer: C
Page Ref: 281
Objective: 3
Difficulty: Easy
26) As a marketing manager, which of the following would be the best purpose for your
organization's competitive points-of-parity?
A) to point out competitors' points-of-difference
B) to emphasize competitors' points-of-difference
C) to rationalize competitors' perceived points-of-difference
D) to globalize competitors' perceived points-of-difference

E) to negate competitors' perceived points-of-difference
Answer: E
Page Ref: 281
Objective: 3
Difficulty: Moderate

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27) A marketer that wants to anchor a point-of-difference for Dove soap on brand benefits might
emphasize which of the following?
A) the soap is one-quarter cleansing cream
B) Dove products include bar soaps and shampoos
C) Dove soap helps users have softer skin
D) the soap brand has global presence
E) the brand has recently launched soap for men
Answer: C
Page Ref: 283
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
28) Subway restaurants are positioned as offering healthy, great-tasting sandwiches. ________
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 positioning
B) Need-based positioning
C) Noncomparitive positioning
D) Straddle positioning

E) Price-quality positioning
Answer: D
Page Ref: 283
Objective: 3
AACSB: Reflective thinking
Difficulty: Moderate
29) BMW positioned itself as the only automobile that offered both luxury and performance. At
that time, consumers saw U.S. luxury cars as lacking performance. It was able to achieve a pointof-difference on performance and a point-of-parity on luxury with respect to U.S. luxury cars
like Cadillac. This is an example of ________.
A) straddle positioning
B) category-based positioning
C) need-based positioning
D) noncomparitive positioning
E) price-quality positioning
Answer: A
Page Ref: 283
Objective: 3
Difficulty: Moderate

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30) Marketers typically focus on ________ in choosing the points-of-parity and points-ofdifference
that make up their brand positioning.
A) brand equity
B) brand awareness
C) brand benefits
D) brand architecture
E) brand extensions

Answer: C
Page Ref: 283
Objective: 3
Difficulty: Easy
31) ________ are visual representations of consumer perceptions and preferences.
A) Procedural maps
B) Brain maps
C) Perceptual maps
D) Procedural models
E) Cognitive maps
Answer: C
Page Ref: 283
Objective: 3
Difficulty: Easy
32) Straddle positions ________.
A) help firms to analyze who their competitors are
B) allow brands to expand their market coverage and potential customer base
C) are a necessity while creating a firm's vision and mission statement
D) assist firms in collecting information on competitors that will directly influence their strategy
E) are ambiguous moral principles behind the operation and regulation of marketing
Answer: B
Page Ref: 283
Objective: 3
Difficulty: Moderate
33) Which of the following statements about brand mantras is true?
A) They guide only major decisions, they have no influence on mundane decisions.
B) Their influence does not extend beyond tactical concerns.
C) They must economically communicate what the brand is and avoid communicating what it is
not.
D) They can provide guidance about what ad campaigns to run and where and how to sell the

brand.
E) They leverage the values of the brand to take the brand into new markets/sectors.
Answer: D
Page Ref: 285
Objective: 3
Difficulty: Easy
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34) American Express'- "Worldclass Service, Personal Recognition," Mary Kay's - "Enriching
women's lives," Hallmark's- "Caring Shared," and Starbucks'-"Rewarding Everyday Moments"
are examples of ________.
A) brand mantras
B) brand parity
C) brand identity
D) brand architecture
E) brand extension
Answer: A
Page Ref: 284- 285
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
35) ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit
of the brand positioning and ensure that the company's own employees understand what the
brand represents.
A) Brand mantras
B) Brand symbols
C) Brand logos
D) Brand alliances

E) Brand extensions
Answer: A
Page Ref: 284- 285
Objective: 3
Difficulty: Easy
36) A ________ is a translation of the brand mantra that attempts to creatively engage consumers
and others external to the company.
A) brand vision
B) brand extension
C) brand architecture
D) brand slogan
E) brand alliance
Answer: D
Page Ref: 286
Objective: 3
Difficulty: Easy

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37) BMW's "The ultimate driving machine," American Express' "Don't leave home without it,"
New York Times' "All the news that's fit to print," and AT&T's "Reach out and touch someone"
are all examples of ________.
A) brand slogan
B) brand personality
C) brand mission
D) brand architecture
E) brand vision
Answer: A

Page Ref: 286
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
38) A brand mantra should be ________.
A) original, ambiguous, and straightforward
B) unique, complex, and inspirational
C) communicative, simple, and inspirational
D) competitive, sensitive, and simple
E) unique, sensitive, and explanatory
Answer: C
Page Ref: 286
Objective: 3
Difficulty: Easy
39) Brand mantras typically are designed to capture the brand's ________, that is, what is unique
about the brand.
A) points-of-conflict
B) points-of-parity
C) points-of-inflection
D) points-of-difference
E) points-of-presence
Answer: D
Page Ref: 286
Objective: 3
Difficulty: Easy
40) Points-of-parity are important while designing brand mantras for brands facing ________.
A) rapid growth
B) market saturation
C) slow and steady growth
D) rapid decline

E) stability in sales volume
Answer: A
Page Ref: 286
Objective: 3
Difficulty: Moderate
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41) For brands in more stable categories where extensions into more distinct categories are less
likely to occur, the brand mantra may focus more exclusively on ________.
A) points-of-difference
B) points-of-presence
C) points-of-inflection
D) points-of-parity
E) points-of-conflict
Answer: A
Page Ref: 286
Objective: 3
Difficulty: Easy
42) 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
Answer: C
Page Ref: 288
Objective: 3

AACSB: Analytic skills
Difficulty: Moderate
43) The typical approach to positioning is to inform consumers of a brand's category membership
before stating its ________,
A) point-of-parity
B) point-of-difference
C) point-of-conflict
D) point-of-weakness
E) point-of-presence
Answer: B
Page Ref: 288
Objective: 3
AACSB: Analytic skills
Difficulty: Easy

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44) 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.
Answer: B
Page Ref: 288
Objective: 3
AACSB: Analytic skills

Difficulty: Moderate
45) 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
Answer: C
Page Ref: 288
Objective: 3
Difficulty: Easy
46) 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
Answer: A
Page Ref: 288
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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47) Which of the following ways to conveying a brand's category membership relates to wellknown,
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
Answer: A
Page Ref: 288
Objective: 3
Difficulty: Easy
48) 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
Answer: B
Page Ref: 288
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
49) When Tommy Hilfiger was an unknown brand, advertising announced his membership as a
great U.S. 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
Answer: C
Page Ref: 288
Objective: 3
Difficulty: Easy

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50) Ford Motor Co. invested more than $1 billion on a radical new 2004 model called the XTrainer, 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
Answer: C
Page Ref: 288
Objective: 3
Difficulty: Easy
51) One common difficulty in creating a strong, competitive brand positioning is that many of
the attributes or benefits that make up the points-of-parity and points-of-difference are ________.
A) negatively correlated
B) always correlated

C) directly proportional
D) never correlated
E) positively correlated
Answer: A
Page Ref: 288
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
52) ________ is a company's ability to perform in one or more ways that competitors cannot or
will not match.
A) Brand positioning
B) Market research
C) Competitive advantage
D) Competitor analysis
E) Competitive intelligence
Answer: C
Page Ref: 289
Objective: 3
AACSB: Analytic skills
Difficulty: Easy

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53) A ________ is one that a company can use as a springboard to new advantages.
A) sustainable advantage
B) leverageable advantage
C) realistic advantage
D) rational advantage

E) distinct advantage
Answer: B
Page Ref: 289
Objective: 3
AACSB: Analytic skills
Difficulty: Easy
54) Which of the following types of differentiation relates to companies having better-trained
personnel
who provide superior customer service?
A) channel differentiation
B) services differentiation
C) employee differentiation
D) image differentiation
E) product differentiation
Answer: C
Page Ref: 290
Objective: 3
Difficulty: Easy
55) Singapore Airlines is well regarded in large part because of the excellence of its flight
attendants. This is an example of ________ differentiation.
A) image
B) services
C) product
D) employee
E) channel
Answer: D
Page Ref: 290
Objective: 3
Difficulty: Easy


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56) Which of the following types of differentiation refers to companies effectively designing
their distribution medium's coverage, expertise, and performance to make buying the product
easier and more enjoyable and rewarding?
A) service differentiation
B) channel differentiation
C) image differentiation
D) product differentiation
E) employee differentiation
Answer: B
Page Ref: 290
Objective: 3
Difficulty: Easy
57) Dayton, Ohio––based Iams found success selling premium pet food through regional
veterinarians, breeders, and pet stores. This is an example of ________ differentiation.
A) service
B) employee
C) image
D) product
E) channel
Answer: E
Page Ref: 290
Objective: 3
Difficulty: Easy
58) Which of the following is an example of channel differentiation?
A) Berry's has an intensive training program for its customer-facing employees, to ensure a
consistent service standard.

B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can
associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product
returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that
customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its
appliances before buying them.
Answer: D
Page Ref: 290
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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59) Which of the following is an example of image differentiation?
A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent
service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can
associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product
returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that
customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its
appliances before buying them.
Answer: B

Page Ref: 290
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
60) Which of the following is an example of services differentiation?
A) Berry's has an intensive training program for its customer-facing staff, to ensure a consistent
service standard.
B) The Swan Hotels use a distinctive signature fragrance in all outlets so that customers can
associate the fragrance with the hotel.
C) JEK's sophisticated customer database allows the company to handle queries and product
returns much faster than competitors.
D) RTZ shifted its products from supermarket aisles to exclusive stores as it realized that
customers were willing to pay more in stores.
E) Hayley's found success by allowing buyers to customize the color and some features of its
appliances before buying them.
Answer: C
Page Ref: 290
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate

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61) A radio ad by the dairy farmers of Washington State stated that the milk produced in the state
was of higher quality because of the way the farmers treat their cows. They said that the
difference comes from how comfortable they make their cows. Among others, this differentiation
could certainly appeal to animal lovers and those moving toward organic products. This is an
example of ________.

A) personnel differentiation
B) channel differentiation
C) service differentiation
D) product differentiation
E) image differentiation
Answer: E
Page Ref: 290
Objective: 3
AACSB: Analytic skills
Difficulty: Moderate
62) A company which can differentiate itself by designing a better and faster delivery system that
provides more effective and efficient solutions to consumers is most likely using ________
differentiation.
A) services
B) channel
C) image
D) product
E) employee
Answer: A
Page Ref: 290
Objective: 3
Difficulty: Easy
63) 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
Answer: D

Page Ref: 290
Objective: 3
Difficulty: Easy

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64) 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
Answer: C
Page Ref: 290
Objective: 3
Difficulty: Easy
65) A supplier creates better information systems, and introduces bar coding, 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
Answer: A
Page Ref: 290
Objective: 3

Difficulty: Easy
66) Which of the following traits of a brand's ability to become a lovemark relates to drawing
together stories, metaphors, dreams, and symbols?
A) intimacy
B) mystery
C) insensitivity
D) sensuality
E) practicality
Answer: B
Page Ref: 291
Objective: 3
Difficulty: Easy

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67) Which of the following traits of a brand's ability to become a lovemark keeps the five senses
of sight, hearing, smell, touch, and taste on constant alert for new textures, intriguing scents and
tastes, music, and other such stimuli?
A) sensuality
B) intimacy
C) mystery
D) practicality
E) sensitivity
Answer: A
Page Ref: 291
Objective: 3
Difficulty: Easy
68) Which of the following traits of a brand's ability to become a lovemark implies empathy,

commitment, and passion?
A) practicality
B) sensuality
C) morality
D) mystery
E) intimacy
Answer: E
Page Ref: 291
Objective: 3
Difficulty: Easy
69) 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
Answer: B
Page Ref: 292
Objective: 3
Difficulty: Easy

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70) 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
Answer: D
Page Ref: 292
Objective: 3
Difficulty: Easy
71) 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
Answer: E
Page Ref: 292
Objective: 3
Difficulty: Easy
72) 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
Answer: C
Page Ref: 292
Objective: 3

Difficulty: Easy

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73) 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.
Answer: A
Page Ref: 293- 294
Objective: 4
Difficulty: Moderate
74) All marketing strategy is built on segmentation, targeting, and positioning.
Answer: TRUE
Page Ref: 275
Objective: 1
Difficulty: Easy
75) Positioning is the act of designing the company's offering and image to occupy a distinctive
place in the minds of the target market.
Answer: TRUE
Page Ref: 276
Objective: 1
AACSB: Analytic skills

Difficulty: Easy
76) The result of positioning is the successful creation of an employee-focused value proposition.
Answer: FALSE
Page Ref: 276
Objective: 1
Difficulty: Easy
77) Positioning requires that marketers define and communicate only the differences between
their brand and its competitors.
Answer: FALSE
Page Ref: 276
Objective: 1
Difficulty: Easy
78) The competitive frame of reference defines which other brands a brand competes with.
Answer: TRUE
Page Ref: 276
Objective: 1
Difficulty: Easy
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79) Category membership is seen as the products which function as close substitutes of a brand.
Answer: TRUE
Page Ref: 277
Objective: 2
AACSB: Analytic skills
Difficulty: Easy
80) A company is more likely to be hurt by current competitors than by emerging competitors or
new technologies.
Answer: FALSE

Page Ref: 277
Objective: 2
Difficulty: Easy
81) The industry concept of competition reveals a broader set of actual and potential competitors
than competition defined in just the market concept.
Answer: FALSE
Page Ref: 278
Objective: 2
Difficulty: Easy
82) Using the industry approach, competitors are defined as companies that satisfy the same
customer need.
Answer: FALSE
Page Ref: 278
Objective: 2
Difficulty: Easy
83) To analyze its competitors, a company needs to gather information about both the real and
the perceived strengths and weaknesses of each competitor.
Answer: TRUE
Page Ref: 279
Objective: 2
Difficulty: Easy
84) Associations that make up points-of-difference are based exclusively on product features.
Answer: FALSE
Page Ref: 280
Objective: 3
AACSB: Reflective thinking
Difficulty: Easy

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