Author Question: Events, product placements, and branded entertainment offer the advertiser some of the best ... (Read 72 times)

Yolanda · **on:** Jun 29, 2018

Events, product placements, and branded entertainment offer the advertiser some of the best opportunities for integrated brand promotion.
a. True
b. False
Indicate whether the statement is true or false

Question 2

What is a positioning strategy? Explain the the BahrInterBrand positioning opportunity method.

Li Jun · **Reply #1 on:** Jun 29, 2018

Answer to Question 1

True

Answer to Question 2

A positioning strategy involves the selection of key themes or concepts that the organization decides to feature to communicate the distinctiveness of its product. It helps the consumer understand what the product does. It must be simple and distinctive. Once the firm has segmented the market and selected its targets, the positioning strategy should come naturally.
It can involve several themes:

One of the best positioning strategies comes from Anne Bahr, the former CEO of InterBrand.This model shows that a brand's best opportunity for success involves the overlapping of four important factors: current relevance to the consumer, credibility or consumer belief in the brand, differentiation or a recognition of uniqueness, and stretch or the potential for consumer relevance over time.The point at which these four meet is considered the best opportunity, the brand's best position.