Problem:
Find a consumer who is extremely loyal to a brand-name product. The person can be a family member, friend, classmate, or other. Probe him or her for information as to why that brand loyalty exists. Discuss how the individual feels about competitive brands. Analyze the interview.
Next, research the brand using its Web site and articles from the library's full-text databases to address how the brand identifies market segments and targets, developed its brand equity over time, and positions itself in the market.