Marketing and Brand Development Flashcards

A new salon owner wants to define a Unique Selling Proposition (USP). Which statement best functions as a USP?

Answer: The only salon in town offering same-day organic keratin treatments with a satisfaction guarantee

A USP names a specific, differentiated benefit that competitors do not clearly offer.

Which metric most directly measures how much it costs to gain one new client through advertising?

Answer: Customer Acquisition Cost (CAC)

CAC divides total acquisition spend by the number of new clients gained.

A beauty brand posts before-and-after photos with client consent. What is the primary marketing benefit?

Answer: Visual social proof that demonstrates real results

Before-and-after images provide credible proof of the service's effectiveness.

Which channel typically offers the highest return for a local salon reaching nearby customers?

Answer: Google Business Profile with local reviews

A well-optimized Google Business Profile captures local search intent at low cost.

What does 'brand positioning' primarily define?

Answer: How a brand occupies a distinct place in the customer's mind versus competitors

Positioning is the perceived space a brand holds relative to alternatives.

A salon offers a referral discount to existing clients. This tactic mainly leverages which marketing principle?

Answer: Word-of-mouth amplification through incentives

Referral incentives encourage satisfied clients to bring in new ones.

Which of the following best describes a brand's 'value proposition'?

Answer: The clear promise of value a customer receives from choosing the brand

A value proposition states the concrete benefits customers gain.