Name and briefly describe two less-structured alternative approaches to competitive brand positioning
What will be an ideal response?
Two alternative approaches 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. Narrative branding includes a brand story, a consumer journey, visual language or expression for the brand, a manner of narrative expression, and the brand's role in consumers' lives. Primal branding employs seven assets of a primal code: a creation story, creed, icon, rituals, sacred words, a way of dealing with nonbelievers, and a good leader.
2. 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.
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An investment that earns interest on interest is said to be earning a:
A. discounted rate of return. B. fully compounded rate of return. C. consolidated rate of return. D. risk-free rate of return. E. tax-free rate of return.
Which of the following statements is true about sustainability?
A) It gives marketers a short-term competitive advantage. B) Products that are manufactured with renewable resources are sustainable. C) It does not apply to individual consumption. D) Sustainable development only caters to the needs of the present generation.
The sales gap due to reduced volume is ________ percent
A) 0.4 B) 2.5 C) 28.5 D) 63 E) 71.4
The focus for a process improvement exercise should be on balancing:
A) flow. B) capacity. C) workload. D) time.