Chapter $2$

$1.$ Apply the categorization model to a product category other than beverages. How do consumers 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 attributes and benefits?

$5.$ What do you think of the brand values pyramid suggested by Bain & Company consultants in The Science of Branding $2-1?$ How would you apply the framework to a particular brand? Do you think this set of elements yields any unique insights relative to the traditional Maslow$$s hierarchy of needs?