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

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.