Read Chapter 10 - Developing a Powerful Brand and Positioning Strategy

Assignment:

1. Evaluate this statement: A brand is much more than a name, and branding is a strategy problem, not a naming problem.

2. Identify two business-to-business brands you deem to be strong and distinctive. Next, describe the characteristics of each brand that tend to set it apart from rival brands. (No Apple or Samsung).

3. Using the customer-based brand equity framework as a guide, describe the distinctive components of Apple's brand strategy.

4. Describe why a brand-positioning strategy should include points of difference and points of parity. Provide an illustration to support your case.