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
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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 brand ________.
A. slogan
B. personality
C. mission
D. architecture
E. vision
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
________ 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
Competitive advantage
D. Competitor analysis
E. Competitive intelligence
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