For this discussion read Chapter 16 and 17, and the 10-4b Branding section on page 181 (bottom of page) in the MKTG textbook. -visit the Thomason CompuMark web site. Explore the company history, its products, and it service.
What is your opinion of the brand equity for REI and its competitive positioning in the marketplace? What competitive factors are in play for REI? Include any questions you have in your post