Question: Pick a category dominated by two leading brands. Evaluate the positioning of each brand. Who are their target markets? What are their main points of

Pick a category dominated by two leading 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?

Pick a brand. Attempt to identify its sources of brand equity. Assess its level of brand awareness and the strength, favorability, and uniqueness of its associations.

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