MacBook Pro is the product.
o Identify 3-4 challenges that are directly impacting the new product/brand and its product category.
o Describe, with supporting evidence, how you believe your selected brand is addressing those challenges.
Branding Challenges and Opportunities - Unparalleled access to information and new technologies - Downward pressure on prices - Ubiquitous connectivity and the consumer backlash - Sharing information and goods
- Unexpected sources of competition - Disintermediation and reintermediation - Alternative sources of information about product quality
- Winner-takes-all markets - Media transformation - The importance of customer-centricity