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Brand Position : Brand Knowledge Structure

The specific product category is LAPTOPS/NOTEPAD.

  • Identify your brand knowledge structure of the first three brands that come to mind from this category.
    • What do you know about the brands, and how do those pieces of information connect?
  • For each of your selected brands ask four people outside of the class what they “know” about that brand, then share your research findings.
  • Visit websites and view advertising, retailing, and pricing information about two of the brands in this category of LAPTOPS/NOTEPAD .
    • Note to what extent the values and descriptions identified for your brand are reinforced by the company’s efforts on behalf of the brand.
    • Compare the types of strategies of the two brands. Discuss
    • what conclusions can be drawn from the comparisons?

    2 – 3 pages with references needed

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