Positioning with respect to brand benefits can be accomplished by ...

[sc00by25]

Positioning with respect to brand benefits can be accomplished by appealing to any of three categories of basic consumer needs. Name and describe these needs, and for each type of need, describe an example of a brand for which you think is basing its brands concept on that need.

Question 2

The subscription model is not applicable to nonprofit markets:
 
 Indicate whether the statement is true or false

[fatboyy09]

Answer to Question 1

Positioning with respect to brand benefits can be accomplished by appealing to any of three categories of consumers needs: functional, symbolic, or experiential. A brand positioned in terms of functional needs attempts to provide solutions to consumers' current consumption-related problems or potential problems by communicating that the brand possesses specific benefits capable of solving those problems. Timberland outerwear appeals to the consumer's need for protection from the elements. Appeals to symbolic needs include those directed at consumers' desire for self-enhancement, group membership, affiliation, altruism, and other abstract need states that involve aspects of consumption not solved by practical benefits. Marketers in categories such as personal beauty products, jewelry, alcoholic beverages, cigarettes, and motor vehicles frequently appeal to symbolic needs. Consumers' experiential needs represent their desires for products that provide sensory pleasure, variety, and in a few product circumstances, cognitive stimulation. Brands of foods that are not essential for nutrition, such as candy and ice cream, often position themselves based on this consumer need.

Answer to Question 2

F