Discuss the value of brand equity. Draw upon your own experience in the workplace or share how this can be applied to a specific situation if you have no experience in this area. Give examples and references.

The positivistic stance implies a notion of the brand being 'owned' by the marketer,who controls the communication to a passive recipient/consumer. Give an example of each paradigm as it applies to coffee/restaurant industry and Starbucks Coffee. What is the message being communicated by the marketer and how does this message engage the consumer in the decision-making process? Give examples and references.

References

Graj, S. (2012, February 14).Brand management: A survival checklist.Forbes/CMO Network[Web log post]. Retrieved from https://www.forbes.com/sites/simongraj/2012/02/14/brand-management-a-survival-checklist/#20a56d955351.

Managing products tutorial: Categories of new products.(2017, April 17).KnowThis.com[Web log post]. Retrieved from http://www.knowthis.com/managing-products/categories-of-new-products.