Product Positioning: Brett Favre,

Upon reading chapter 6, it was evident to me that the marketers at Wrangler have made it very clear to me there product positioning.  Just like in the text, where Dockers "position its product as being comfortable, flexible, and reasonable value" (Pride, Ferrell pg.178), Wrangler has marketed to men that their jeans are "Real comfortable jeans" (Brett Favre).  The video below shows Brett's TV Ad that has been around for many years.

This commercial emphasizes Wrangler's product positioning by creating an image that men identify with.  The created image this ad promotes is the ability for the Five Star Premium Denim jeans to be able to look classy, stay comfortable, and be able to catch footballs in the mud without having to worry about your jeans.  Although it is ironic that Brett would through a football in a way that an amateur would have to lay out for the football.  Not to mention the bad to the bone song playing in the background.