Marketing Debate

  What Is the Best Way to Position? Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model described in the chapter, which focuses on specific points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more on stories, narratives, and other flowing depictions. Take a position: The best way to position a brand is through a structured approach versus the best way to position a brand is through an unstructured approach. Suggested Answer: Student answers will vary but good students will cite as either for or against this statement that companies must: 1) study competitors as well as actual and potential customers; optimal point of parity and points of differentiation; that points of differences are associations and are strongly held and favorably evaluated by consumers; the key to competitive advantage is relevant brand differentiation; emotional branding is becoming a way to create product and brand differentiation: brand stories are growing in importance as are brand journalism, and cultural branding. Include necessary marketing information in the content. This is a debate, so you will have to take a side and develop on your position in essay format. Be as detailed as possible.