Creative Homework/Short Project A positioning statement is used internally by the firm as a clear index of how the brand will be differentiated in the marketplace.

We sometimes see a version of the positioning statement in the tagline used by the brand, although the internal statement is slightly more detailed. Pick three well-known and defined brands and write one or two sentences which would be suitable as an internal statement to describe the desired positioning and differentiation of the brand. Do you think that all brands need an internal positioning statement? Why or why not?