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After reading the advantages and disadvantages of marketing branding and positioning from the text, consider the notion that a truly effective brand is one that succinctly captures the product offering in a way that answers a question in the customer's mind. Now, consider these brands (or choose your own): Coca-Cola, Disney, Marlboro, American Express, and Ford. What questions do these brands answer? Why are these effective brands? Would your chosen approach be universally applicable to any given situation? If not, what would cause you to change or adapt your approach?

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