Practice Quiz
1. 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
2. ________ 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
3. Points-of-________ are product associations that are not necessarily unique to the brand but
may in fact be shared with other brands.
A) parity
B) difference
C) inflection
D) presence
E) divergence
Answer: A
4. A brand must demonstrate ________, for it to function as a true point-of-difference.
A) superiority of an attribute or benefit
B) profitability to the company
C) similarity to the attributes of other brands
D) technological advances for an attribute or benefit
E) exploitation of competitors' weakness
Answer: A
5. The two forms of points-of-parity are ________ points-of-parity and ________
points-of-parity.
A) conceptual; competitive
B) strategic; conceptual
C) category; deliverable
D) competitive; peculiar
, E) category; competitive
Answer: E
6. Brand ________ are short, three- to five-word phrases that demonstrate the essence or spirit of
the brand positioning and ensure that the company's own employees understand what the brand
represents.
A) mantras
B) symbols
C) logos
D) alliances
E) extensions
Answer: A
7. A brand ________ is a translation of the brand mantra that attempts to creatively engage
consumers and others external to the company.
A) vision
B) extension
C) architecture
D) slogan
E) alliance
Answer: D
8. Brand mantras typically are designed to capture the brand's points-of-________, that is, what
is unique about the brand.
A) conflict
B) parity
C) inflection
D) difference
E) presence
Answer: D
9. 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
10. 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
1. 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
2. ________ 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
3. Points-of-________ are product associations that are not necessarily unique to the brand but
may in fact be shared with other brands.
A) parity
B) difference
C) inflection
D) presence
E) divergence
Answer: A
4. A brand must demonstrate ________, for it to function as a true point-of-difference.
A) superiority of an attribute or benefit
B) profitability to the company
C) similarity to the attributes of other brands
D) technological advances for an attribute or benefit
E) exploitation of competitors' weakness
Answer: A
5. The two forms of points-of-parity are ________ points-of-parity and ________
points-of-parity.
A) conceptual; competitive
B) strategic; conceptual
C) category; deliverable
D) competitive; peculiar
, E) category; competitive
Answer: E
6. Brand ________ are short, three- to five-word phrases that demonstrate the essence or spirit of
the brand positioning and ensure that the company's own employees understand what the brand
represents.
A) mantras
B) symbols
C) logos
D) alliances
E) extensions
Answer: A
7. A brand ________ is a translation of the brand mantra that attempts to creatively engage
consumers and others external to the company.
A) vision
B) extension
C) architecture
D) slogan
E) alliance
Answer: D
8. Brand mantras typically are designed to capture the brand's points-of-________, that is, what
is unique about the brand.
A) conflict
B) parity
C) inflection
D) difference
E) presence
Answer: D
9. 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
10. 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
