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.
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Marketers typically focus on brand ________ in choosing the points-of-parity and points-of-difference that make up their brand positioning.
A. equity
B. awareness
C. benefits
D. architecture
E. extensions
________ are visual representations of consumer perceptions and preferences.
A. Brand narratives
B. Share of mind variables
C. Perceptual maps
D. Exemplars
E. Points-of-parity
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
American Express' "World-Class Service, Personal Recognition," Mary Kay's "Enriching women's lives," Hallmark's "Caring Shared," and Starbucks' "Rewarding Everyday Moments" are examples of brand ________.
A. mantras
B. parity
C. identity
D. architecture
E. extension
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