1. Apply the categorization model to a product category other than beverages. How do con-

sumers make decisions whether or not to buy the product, and how do they arrive at their

final brand decision? What are the implications for brand equity management for the brands

in the category? How does it affect positioning, for example?

2. Pick a category basically dominated by two main brands. Evaluate the positioning of each

brand. Who are their target markets? What are their main points-of-parity and points-of-

difference? Have they defined their positioning correctly? How might it be improved?

3. Consider a book store in your area. What competitive frames of reference does it face?

What are the implications of those frames of reference for its positioning?

4. Can you think of any negatively correlated attributes and benefits other than those listed in

Figure 2-6? Can you think of any other strategies to deal with negatively correlated attri-

butes and benefits?

5. What do you think of Naomi Klein's positions as espoused in No Logos? How would you

respond to her propositions? Do you agree or disagree about her beliefs on the growth of

corporate power?