Discussion: Brand Positioning
In this discussion, you will select a brand and analyze how it is positioned to differentiate itself from competitors. In addition, you will investigate how the brand utilizes internal stakeholders in the positioning process and discuss legal and ethical considerations in brand positioning. Select one of the following brands to analyze or one of your own choosing:
• Nest
• Lyft
• Etsy
• Microsoft Surface
Using support from this readings and resources, address the following:
• Compare a brand to its competitors and explain one or two ways the brand is positioned in order to differentiate itself from competitors. What key elements does it use, and how do these contribute to brand positioning?
• Describe how the brand utilizes internal stakeholders in the brand positioning process.
• Identify at least one legal or ethical consideration to take into account when positioning a brand. Why does this need to be considered?
The response should include a reference list. Double-space, using Times New Roman 12 pnt font, one-inch margins, and APA style of writing and citations.