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Subject: brand management
Please read the details carefully
After reading the case, Identify what you believe to be the five key issues facing the Second Cup Brand in the Canadian marketplace (5 marks/250 words)
From the article and the lesson on Brand Positioning, describe who you believe should be the “target market” for Second Cup, and what should be their “point of difference” (POD)? (10 marks/250 words)
Provide three Ideas that Second Cup should consider on how to reposition the Second Cup brand in this challenging and competitive specialty coffee market. Consider their recent branding changes and describe how your plan will advance the Second Cup brand and establish a unique point of difference. (15 marks/500 words)
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