28 Jun MBA 646-Visio is positioning its newest model
Question
Visio is positioning its newest model TV as having the sharpest picture and the most realistic colors, as well as having the thinnest screen monitor. This is an example of:
reverse positioning.
vertical positioning.
breakaway positioning.
horizontal positioning.
triangular positioning.
When competing against other energy drinks like Red Bull and Monster, 5-Hour Energy is thinking through how to get its brand to occupy a clear, distinctive, and desirable place in its target customers’ minds. What problem is it trying to solve?
Promotion
Positioning
Segmentation
Competition
Targeting
Brand strategy is the managerial decisions focusing on individual brand.
True
False
When a brand is repositioned, its existing customers may feel that their personal identity is threatened, especially when they view new value claims or new target markets as undesirable. For example, some luxury lines want to down-market stretch to reach out more customers with “affordable luxuries” will get backlash from their exiting affluent customers.
True
False
When brands find themselves stuck in low-opportunity product categories, breakaway positioning provides a way to leap into a new category. Swatch watches is an example of breakaway positioning.
True
False
True or false: Brand perceptual maps can be constructed only by asking consumers directly (i.e., via surveys) to compare and contrast brands across a set of product attributes.
True
False
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