Answer each question with 100 words or more.
1. Evaluate this statement: A brand is much more than a name; branding is a strategy problem, not a naming problem.
2. Identify two business-to-business brands you deem to be strong and distinctive. Next, describe the characteristics of each brand that tend to set it apart from rival brands. (“No” Apple, Samsung, Walmart, or Amazon).
3. Describe why a brand-positioning strategy should include Points of Difference (POD) and Points of Parity (POP). Provide an example to support your case. (see the PPT slides and use outside resources).
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