問題一覧
1
Act of designing a company’s offering and image to occupy a distinctive place
positioning
2
Is a space the product owns in the minds of the consumers
product position
3
Attributes or benefits that consumers strongly associate with a brand
point of difference
4
Attributes or benefit associations that are not necessarily unique to the brand
point of parity
5
Three to five word articulation of the heart and soul of the brand
brand mantra
6
Brand mantra is closely related to other branding concept like blank and blank
brand essence, core brand promise
7
Must economically communicate what the brand is and what is not
brand mantra
8
Should clarify what is unique about the brand
communicate
9
Should be memorable
simplify
10
Short statement that makes your product memorable
taglines
11
Should also stake out ground that is personally meaningful and relevant
inspire
12
Involves properly defining what category your product belongs
category membership
13
Elements of category membership
price, color, size, shape, packaging, brand, medium of distribution
14
Product differentiation
features performance, style and design, attributes
15
Service differentiation
delivery installation repair services, customer training services
16
Channel distribution
channel’s coverage, expertise, performance
17
Image differentiation
symbols, characters
18
People differentiation
hiring and training
19
Should aggressively promote only one benefit to the target market
unique selling proposition
20
Failing to ever really position in the company at all
underpositioning
21
Giving buyers too narrow a picture of the company
overpositioning
22
Leaving buyers with a confused image
confused positioning
23
Graphical tool that provides a picture of how consumers perceive the different products
positioning maps
24
It is the brief or concise description of unique value of the product
brand positioning
25
Memorable phrase that is use in external marketing
tagline