1. Situation Analysis background, trends, and problems facing the brand
2. Key insights as to how the brand competes
3. Solutions the brand has employed to act on key insights
4. Results the brand achieved from these solutions.

Your positioning statement can reflect a brand's current positions or the re-positioning of a brand. As you answer the seven questions with the Beckwith model, provide a short rationale for each of your answers. At the end of the paper, bring together all of your answers and show the statement in one complete paragraph.

If your positioning statement reflects thecurrent brand, provide a rational that illustrates what you are saying about the brand is correct. If you write a positioning statement toreposition the brand, articulate why repositioning is desired and why this is better than the current positioning.

Important:

You may choose a local brand, national brand, or international brand. However, please do not choose one of the following:

• Nike
• Apple
• Coca-cola
• Microsoft
• Google
• Amazon
• Facebook

Include these sections in your paper:

• Situation Analysis
• Current Brand challenge or opportunity
• What is the brand's competitive advantage?
• How are they different from competitors?
• What types of innovation have they made? (Technology, culture, etc.)