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Chapter 7 Branding and Positioning
Exercise 7.1 Procter & Gamble http://www.pg.com/en_US/brands/all_brands.shtml
1. Review the U.S. product categories and brands offered by Procter & Gamble. How many of these
brands are currently in your household? Which brands do you believe enjoy the highest brand
loyalty? Why?
2. Which of the brands in the list are likely to have the highest brand equity? Are brand equity and
brand loyalty always closely related? Explain.
Exercise 7.2 State Farm Insurance http://www.statefarm.com
1. What elements of branding are visible on State Farm’s website?
2. How is State Farm’s positioning relative to competing firms evident on its website?
Most students are aware of State Farm’s longstanding positioning: “Like a Good Neighbor, State
