Brands and Brand Equity AND Brand Positioning

I’m trying to learn for my Business class and I’m stuck. Can you help?

Using your HBR Coursepack (attached with the question), review the following core marketing reading(s):

Brands and Brand Equity AND

Brand Positioning

The reading on Brands and Brand Equity aims to combine theory and practice by summarizing and integrating the latest theories and models in branding research and illustrating them with examples from diverse industries, including stories of both success and failure for well-known brands to which we can relate.

The reading on Brand Positioning examines the importance of brand positioning in marketing. Effectively positioning an offering in a distinctive way determines a firm’s success or failure. The best marketing managers understand the importance of brand positioning in creating a sustainable competitive advantage for each of their good or service offerings.

Following your review, prepare a response to the following discussion question:

Why is branding so crucial to an organization’s success?


  1. Provide a min. of 300 words of reply.
  2. Must list all references and cite your source(s) within the body of the initial post.
  3. Every sentence with material from an outside source must be cited. Just putting a citation at the end of a paragraph or the entire post is not accurate.
  4. Citations must contain the page number on which you located the information. Eg. For our textbook material from page 15 would appear as (Kloppenborg et al. 2019, p 15)