Mktg 455 - Study guides, Class notes & Summaries

Why is good positioning important? - Ans: clearly reflects a brand's competitive edge (I.e. competitive advantage, differentiating proposition) AND motivates consumers to action and purpose What is Brand Loyalty? - Ans: It is a consumer's commitment to continuing using or advocating a brand, as demonstrated not only by repeat purchases, but also by other positive brand behaviors (word of mouth advocacy, brand identification) Why is Brand Loyalty Important? - Ans: it is much cheaper t...