Please use these questions to guide your preparation. You do not need to turn in your answers
[UConn] = requires a UConn NetID to access. [MM] = readings from Iacobucci 2018 Marketing Management. [VPD] = readings from Osterwalder et al 2014 Value Proposition Design
[MM] Chapter 7 “Brands” (sections 7.1, 7.2)
- Section 7.1 “What is a brand”
- MM defines a brand as a ______ of qualities associated with a name
- What are some brand associations under an organization’s control?
- A brand name engages customers ______, brand logos and colors engage them _______
- Section 7.2 “Why brand?”
- Describe how brands provide value for customers
- Describe how brands provide value for organizations.
- The audience for taglines and positioning statements are different: taglines are meant for _____ audiences and positioning statements for _________ audiences.
- Identify and describe the elements in the brand positioning statement as defined in the article
- The 3 key questions Keller provides to assess the effectiveness of your brand’s positioning are:
- Have we established a_________ ?
- Are we leveraging our_________ ?
- Are the compelling _________?
- Define each of the terms
- What challenges do points of parity raise for brand extensions? For innovative products? For established brands?
- The article identifies three types of points of difference. Under what circumstances is each type most useful for positioning?
- How does the basis of competitive positioning generally differ between market leaders and market followers?
- What advice does the article offer for integrating the three brand positioning elements?
- The article offers five pitfalls for marketers to watch out for when positioning their brand. Which three are most relevant for new brands?
[VPD] “Making Choices”, pp. 120-141
- How would you map the “10 questions to assess your value proposition” into the following categories?
- Questions to assess whether your value proposition fits a customer problem?
- Questions to assess whether your value propositions is a better fit to a customer problem than current available alternative value propositions?
- Questions to assess whether your value proposition is a good fit for your organization and goals?
- How do you construct a “strategy map”? What might you use it for?
- Evaluate the six broad themes for the evaluation of growth ideas under “define criteria and select prototypes” (p. 140-141). What do you think of this set of themes? Anything you would drop? Anything missing?
- (Applying this to your project) This chapter presents several other different methods to use to refine your ideas and hypotheses “on paper” before looking for data. Which of the following methods might you find most useful to improve your own thinking on your project?
- “Simulate the Voice of the Customer” (p. 124-125)
- “Understand the Context (p. 126-127)
- Three topics on Improving Feedback (p. 132-137)
- “Vote Visually with Dotmocracy (p. 138-139)