- THE CHOSEN BRAND: Identify 1 well-known brand, and describe what draws you to that brand. You must analyze your own brand behavior using concepts from this week's readings and lectures.
- THE COMPETITION: Describe a major competitor of the brand, and compare the 2 brands in terms of positioning.
- Are they positioned differently?
- What are the points of parity?
- What are the points of differentiation?
- ANALYSIS: Conclude with an analysis of why you are drawn to the chosen brand instead of its competitor. Your analysis must be substantiated by research from graduate-level resources, such as the course text or articles from the library's full-text databases.
Please cite all references used.