Product Positioning and Branding

Retrieval

1. Without notes, explain the decision supported by differentiated brands.
2. Without notes, explain the decision supported by fmcg and consumer-durable cases.
3. Without notes, explain the decision supported by services and fintech cases.
4. Without notes, explain the decision supported by brand equity.
5. Without notes, explain the decision supported by balancing positioning, price, distribution, and beyond-product innovation.

Mini-case

Using a product from a different industry than this week’s worked examples, frame one consequential decision. Apply two ideas from the week, compare an alternative, and state what evidence would change your recommendation.

Portfolio check

Combine the five daily artefacts into one coherent a brand-positioning canvas. Remove contradictions and add a dated decision statement.

Rubric

• Problem and decision clarity — 25
• Evidence and assumptions — 25
• Method choice and alternatives — 25
• Recommendation and revision trigger — 25