Integrated Advertising, Promotion and Marketing Communications 5th Edition by Kenneth Clow,Donald Baack

Exercise 9

A brand's product positioning strategy should be an integral part of the company's advertising and marketing strategy, including its Web site. Examine the following Web sites and identify the product-positioning strategy that you think is being used. Explain your choice.
a. Polaris (www.polarisindustries.com)
b. Edgewater Beach Golf Resort (www.edgewaterbeachresort.com)
c. Celestial Seasonings (www.celestialseasonings.com)
d. Sony (www.sony.com)
e. Stetson cologne (www.stetsoncologne.com)