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The roles brands play, and the views customers have of brands developed through marketing and non-marketing influences.
Compare and contrast direct and indirect marketing distribution channels.
Discuss whether or not you foresee Amazon expanding its channel of distribution.
1. Explain what Fournier means by "having a relationship" with a brand.
Explain why Sear or Wal-mart cannot effectively create a trendy counterculture image.
Explain why you believe the brand exhibits a strong degree of brand equity.
Research the marketing and branding strategies used for the high-technology product you selected. (Spark Nano Real-time GPS tracker)
Present a general consideration of how marketing affects society, and conversely the implications of societal and ethical considerations on marketing strategy.
Give an example of both a product which you felt was under-priced (relative to what you were willing to pay)
Analyze the interview using the brand equity and brand positioning concepts from your text.
How does advertising and branding add value to products? Why do name brands sell for higher average prices than generics?
For the outdoor sporting goods client, based upon your prior decision as to either expand to the next market or retain your current position
In your own words, provide a clear explanation of brand equity and why it is or it is not always advisable to create brand equity.
Describe any significant changes in cultural values in the last five years that have come to your attention.
Describe the main driving factors that determine the choice of platforms and content that your franchises should focus on when using social media
Compare online versus traditional branding elements. In what ways do their marketing approaches differ? In what ways are they the same?
Think of a successful new product and discuss its significant points of difference. Is this point what makes the product successful?
Prepare a societal and experiential marketing plan for your brand.
What are the primary differences between advertising and publicity?
Describe the benefits of branding at Rosewood Hotels. What is the impact of branding the Rosewood Hotels' on profit?
Provide a specific description of the target market, which should be measurable, accessible, sustainable, differentiable, and actionable.
Which companies/products do you think have been effective with cobranding, brand extensions, or licensing?
Companies use a variety of different approaches toward branding their products and services.
Problem: Find a product or service that advertises in both of these mediums: Internet ads and television commercials.
Be sure to include how you would determine the price of the product, distribution channels, promotions, and campaign evaluation points.