John is working for the people who plan to set up a service company that specializes in services for larger housing associations. Now the group has got the fly in the ointment that it would be good to build a strong brand and that the brand had a strong, positive and unique position in the mind or memory of the mar group. The founders have invited John to a meeting and asked him to explain to them

a) how positioning is related to building a strong brand,

b) what is meant when it comes to brands having a strong, positive and the individual situation

(c) how the factors set out in point (b) could be measured.