Pick out two competing brands from a particular industry (e.g., Whole Foods vs. Trader Joe's from the grocery retailer industry).  Be sure to list the two you chose.  How is each positioned (see brand positioning in chapter)? Which is the best in your view? Why is that particular brand the best in your view?  Assess each brand's awareness level and consumer loyalty level.  What is each brand's personality? Watching a commercial for each, looking at social media pages for each, and similar activities can be useful here.  Be sure to provide full rationale for your answers.