Brand Positioning

What is brand positioning?

• The process of creating a logo for a brand.

• The physical location of a brand's headquarters.

• The method of pricing products lower than competitors.

• The space a brand holds in your mind

What is a frame of reference?

• A design trend

• A product category

• A price strategy

• A logo shape

What is the purpose of a perceptual map?

• Compare prices

• Show brand perception on two traits

• To identify the target market for a product.
• To analyze sales data over time.

Why must your perceptual map match your positioning statement?

• To ensure consistency between brand perception and messaging.

• To identify potential competitors in the market.
• To create a visual representation of market trends.
• To analyze customer demographics and preferences.

What should a brand’s USP be based on?

• Based on its historical reputation.

• Focus solely on its price.

• Prioritize celebrity endorsements.

• Something only the brand can truly claim

A fast-food brand claims to serve meals under 3 minutes, just like its top competitors. This is an example of...

• USP

• POD

• POP

• Perceptual Mapping

If your brand says it's premium and sustainable, but on the perceptual map it’s placed near ‘cheap and basic’ brands, what should you do?

• Change the product logo

• Change your brand category

• Review your communication or positioning

• Lower your prices

Which of these is the BEST USP for LEGO?

• The only toy brand that lets kids build, play, and learn creatively using real blocks

• Promotes physical fitness through building activities.
• Teaches advanced engineering skills for adults.
• Encourages competitive play among children.

A skincare brand claims to be the only one using volcanic water from Jeju Island to hydrate skin. What is this?

• Frame of reference

• POD

• USP

• POP