Responses needed

Need a 200 words minimum response for each with reference by Thursday.

Text: Marketing Strategy, Ch. 7: Branding and Positioning


Read Ch. 7 of Marketing Strategy: Text and Cases.

Consider the following as you read:

How a branding strategy is critical to effective positioning and differentiation of an organization’s complete offering.

Why efficient branding includes the right combination of name, symbol and design that identifies the firm’s specific product or service.


Potential Brand Attributes.




Manufacturer (Name) Brands vs. Private-Label Brands.


Brand Value


Packaging and Labeling


Using Product Descriptors as a Basis for Differentiation.


Positioning Strategies


Stages of the Product Life Cycle.



Discuss the role of branding in strategic planning. Describe a couple of strategies for leveraging the brand. Provide examples.


Product Life Cycle

As discussed in Chapter 7, the product life cycle plays a key role in managing a brand over time. Select a product with which you are familiar. What stage is your selected product at in the product life cycle? Provide rationale for your answer.

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