Question: Case Study Read the Chapter Case Study entitled From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable? from Chapter- 11 Product, Branding and

Case Study

Read the Chapter Case Study entitled From the Counterculture to the Runway: How Did Birkenstocks Become Fashionable? from Chapter- 11 Product, Branding and Packaging decisions Page: - 358 given in your textbook Marketing (7th Edition) by Dhruv. Grewal and Michael. Levy (2020) and answer the following Questions:

Assignment Question(s):

How has the company positioned its brand? How does it go about communicating its position? Explain. ( Minimum 250 Words)

Note: Support your Answers with course material concepts, principles, and theories from the textbook and at least two scholarly, peer-reviewed journal articles.

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