Positioning the Message

a word or group of words that are used to identify a company or its products and services.

• brand
• brand name
• branding

he visual, emotional, and cultural image that you associate with a company or its product.

• brand
• brand name
• branding

a word or group of words that are spoken to identify a product or organization.

• brand
• brand name
• branding

a symbol that identifies a company or organization.

• logo
• slogan
• jingle

a short, catchy phrase that helps a consumer to remember a product being advertised.

• logo
• slogan
• jingle

catchy phrases or slogans set to a cheerful tune.

• logo
• slogan
• jingle

Copywriting is the process of writing copy (words) for advertisements or other promotional materials for a business.

• true
• false

Positioning refers to the place a product occupies on the store shelves.

• true
• false

positioning strategy where a brand is presented as equal to or better than a competing brand.

• head-on
• brand leadership
• product differentiation
• technical innovation

• lifestyle

This strategy is designed to state clearly that the brand is a successful market leader and is the most sought-after brand in the market.

• head-on
• brand leadership
• product differentiation
• technical innovation

• lifestyle