White Castle Introduces New “Night Castle” Merchandise and Packaging to Celebrate Its Reputation as a Late-Night Hot Spot

White Castle has long been a late-night hot spot, the last stop after a fun night, the place to gather for nocturnal cravings. 

Click here to read the story at prnewswire.com.

Discussion Questions:

1. What is positioning?
2. Why is positioning an important marketing concept?
3. How might this story represent an example of positioning?
4. How would you describe White Castle’s positioning strategy?
5. What is merchandising?
6. What are industry trends?
7. Why do you think so many brands are launching merchandise collections?
8. How might that represent an example of an industry trend?