Name and briefly explain three less-structured alternatives to competitive brand positioning
What will be an ideal response?
Three alternatives to competitive branding are as follows:
1. Brand narratives and storytelling: Rather than outlining specific attributes or benefits, some marketing experts describe positioning a brand as telling a narrative or story.
2. Brand journalism: Just as editors and writers for newspapers and magazines tell many facets of a story to capture the interests of diverse groups of people, marketers should communicate different messages to different market segments, as long as they at least broadly fit within the basic broad image of the brand.
3. Cultural branding: For companies to build iconic, leadership brands, they must assemble cultural knowledge, strategize according to cultural branding principles, and hire and train cultural experts.
You might also like to view...
The bookkeeper of Wilson Electric Supply Company recorded a $1,591 check as $15,910 in payment of the current month's rent. Which of the following journal entries is needed to adjust for this error in the books of the company?
List the four special journals that are often used in a manual accounting information system. State what types of transactions are recorded in each of these special journals.
What will be an ideal response?
Risk-taking and the promise of servicing a product after purchase are examples of ________ functions
A) exchange B) facilitating C) consumer D) public E) physical
Today's professional salesperson is more likely to practice relationship selling than transactional selling
Indicate whether the statement is true or false