Brand Positioning

Put the website of the companies you chose at the end of your initial answer.
a. Pick a company for which you know its brand well i.e., you must understand how this company achieves its
brand’s competitive advantage THEN;
b. Pick two topics from the below “Differential Competitive Advantage Sources” list,
c. Find another company online that has a similar market or product portfolio as the one you know (step a), and
d. Compare and contrast both companies within the 2 competitive advantage topics you’ve chosen (step b) to
show how these differentiate (gain competitive advantage) in each of these categories.
Please note that you cannot choose the company in the example for each category.
Differential Competitive Advantage Sources:
Price Leadership: efficiencies in cost of labor, materials, supply chain, or other operational elements enabling
the price leader to charge less. Example Walmart.
Innovative Leadership: constantly developing the “next new thing”. Example Apple.
Service Leadership: having an unusual and notable commitment to providing service to customers. Example
Ritz-Carlton, Publix.

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