1."Coca-Cola has been winning for years because it has identified its emotional 'Right Space'. Its approach to brand building has been to have a laser focus on one emotion, happiness, and execute every communication, activation, and touch point with the intention of eliciting happiness among its consumers. Even, as ad campaigns evolve, as they have with Coca-Cola moving from 'Open Happiness' to 'Taste the Feeling', expression of the brand is still grounded in its core emotion, happiness. This is at the heart of how Coca-Cola creates a powerful emotional connection with its consumers" (https://www.brandingstrategyinsider.com/igniting-brand-growth-via-emotional-connections/#.YHGQlBNKgWp). Additionally, you might recall the on-going, happy Share a Coke campaign.

Many marketing experts believe a brand positioning should have both rational and emotional components. In other words, a good positioning should contain points-of-difference and points-of-parity that appeal both to the head and to the heart.

Marketers have different views of how to position a brand. Some value structured approaches such as the competitive positioning model, which focuses on specific points-of-parity and points-of-difference. Others prefer unstructured approaches that rely more on stories, narratives, and other flowing depictions.

Take a position: The best way to position a brand is through a structured approach versus The best way to position a brand is through an unstructured approachdefend your position with rationale from both the textbook and an additional source