Brand differences are worth promoting if they satisfy certain criteria. What are these criteria?
What will be an ideal response?
A brand difference is worth establishing to the extent that it satisfies the following criteria:
(a) Important: The difference delivers a highly valued benefit to target buyers.
(b) Distinctive: Competitors do not offer the difference, or the company can offer it in a more distinctive way.
(c) Superior: The difference is superior to other ways that customers might obtain the same benefit.
(d) Communicable: The difference is communicable and visible to buyers.
(e) Preemptive: Competitors cannot easily copy the difference.
(f) Affordable: Buyers can afford to pay for the difference.
(g) Profitable: The company can introduce the difference profitably.
You might also like to view...
Knowledge workers need selling skills to communicate information to consumers
Indicate whether the statement is true or false
A goal of many waiting line problems is to help a firm find the ideal level of services that minimize the cost of waiting and the cost of providing the service
Indicate whether the statement is true or false