To create the strong brand positioning, marketers typically focus on brand benefits in choosing the points-of-parity and points-of-difference that make up their brand positioning. Brand attributes generally play more of a supporting role by providing “reasons to believe” or “proof points” as to why a brand can credibly claim it offers certain benefits. For example, Marketers of Dove soap, will talk about how its attribute of one-quarter cleansing cream uniquely creates the benefit of softer skin. Singapore Airlines can boast about its superior customer service because of its better trained flight attendants and strong service culture. If you are brand manager of CHANGAN ALSVIN, how you compare and communicate the point of differences and point of parity with other players in the Pakistan auto market?

To create the strong brand positioning, marketers typically focus on brand benefits in choosing the points-of-parity and points-of-difference that make up their brand positioning. Brand attributes generally play more of a supporting role by providing “reasons to believe” or “proof points” as to why a brand can credibly claim it offers certain benefits. For example, Marketers of Dove soap, will talk about how its attribute of one-quarter cleansing cream uniquely creates the benefit of softer skin. Singapore Airlines can boast about its superior customer service because of its better trained flight attendants and strong service culture. If you are brand manager of CHANGAN ALSVIN, how you compare and communicate the point of differences and point of parity with other players in the Pakistan auto market?

Marketing

20th Edition

ISBN:9780357033791

Author:Pride, William M

Publisher:Pride, William M

Chapter7: Consumer Buying Behavior

Section: Chapter Questions

Problem 2DYMP

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