Mainstream brands

What is a central brand / brand centrality? What is a distinctive brand / brand distinctiveness? How do we map brands by centrality and distinctiveness? In terms of centrality and distinctiveness, sales volume and price,

Description: Students will learn how to apply the concepts of centrality and distinctiveness in the context of brand competition. Read the assigned article from Harvard Business Review and prepare a typed, thoughtful, and well-worded answer to each of the discussion questions. Students will discuss their response directly with peers in class on 9/29. Assigned Article: […]

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