Points-of-parity are important while designing brand mantras for brands facing ________.

Though it is sold only in Walmart stores, Walmart’s Ol’Roy dog food has surpassed Nestlé’s Purina brand as the top-selling dog food. Ol’Roy is an example of a ________.

Product-line analysis provides information for two key decision areas: product-line length and ________.

Selective price cuts, intense promotional blitzes, and occasional legal action are commonplace in the strategic design of a(n) ________ attack.

For a market challenger, attacking ________ is a high risk but potentially high payoff strategy, which also allows it to distance itself from other challengers.

One common difficulty in creating a strong, competitive brand positioning is that many of the attributes or benefits that make up the points-of-parity and points-of-difference are ________.

Identify the first step in the workload approach to establish sales force size.

An Internet service provider (ISP) is a(n) ________ company.

A ________ offering consists of two parts: a naked solution and discretionary options.

Brand ________ are short, three- to five-word phrases that capture the irrefutable essence or spirit of the brand positioning and ensure that the company’s own employees understand what the brand represents.