AMA Brand Management & Positioning Flashcards

Brand repositioning is typically pursued when:

Answer: Consumer perceptions or market conditions no longer align with the brand's current position

Repositioning is necessary when a brand's current image no longer resonates with target consumers or competitive dynamics have shifted.

Which approach involves creating a clear, compelling statement of how a brand uniquely solves customer problems better than competitors?

Answer: Value proposition

A value proposition articulates the specific, tangible benefits a brand delivers that differentiate it from competitors.

The concept of 'brand salience' in Keller's model refers to:

Answer: How easily and often consumers think of the brand in purchase situations

Brand salience measures how readily a brand comes to mind and how broadly it is recalled across different buying situations.

A brand licensing agreement allows a third party to:

Answer: Use the brand name and identity in exchange for royalty payments

Brand licensing grants another company the right to use a brand's name, logo, or trademarks under a contract that typically includes royalty fees.

When evaluating brand health, 'share of voice' measures:

Answer: A brand's advertising exposure relative to total category advertising

Share of voice (SOV) quantifies a brand's advertising presence as a proportion of total advertising activity within its category.

Which brand strategy involves using a strong parent brand to endorse a sub-brand, lending credibility while allowing the sub-brand to build its own identity?

Answer: Endorsed brand strategy

An endorsed brand strategy uses the parent brand as a visible endorser, providing credibility while allowing each sub-brand to develop its own identity.