1. How does a start-up establish a “brand”? What do we learn from JCPenney’s miscues about the importance of branding?

2. Although the concept of selecting a target market and establishing a unique position is not specifically mentioned in the feature, what do we learn about these two topics from JCPenney’s miscues?

3. What type of testing should a start-up do to ensure that its initial customers see its brand in the way that the company intended?