Using your HBR Coursepack, review the following core marketing reading(s):
Brands and Brand Equity AND
The reading on Brands and Brand Equity aims to combine theory and practice by summarizing and integrating the latest theories and models in branding research and illustrating them with examples from diverse industries, including stories of both success and failure for well-known brands to which we can relate.
The reading on Brand Positioning examines the importance of brand positioning in marketing. Effectively positioning an offering in a distinctive way determines a firm’s success or failure. The best marketing managers understand the importance of brand positioning in creating a sustainable competitive advantage for each of their good or service offerings.
Following your review, prepare a response to the following discussion question:
Why is branding so crucial to an organization’s success?
This initial post should be completed by Thursday at 11:00 p.m. EST. After you submit the initial posting, return to the forum and review the findings of your classmates. Post a meaningful comment or question (150 words minimum) to the postings of two (2) classmates. Peer postings should be completed by Sunday at 11:00 p.m. EST.
NOTE: THE DISCUSSION SHOULD BE BASED ON THE CASE STUDIES ATTACHED. EXTERNAL REFERENCES ARE NOT MANDATORY