Brand Management

https://www.youtube.com/watch?v=Ocjdar1yqW8

2.A brand exists in the minds of consumers. A brand is a name with the power to influence. Brand names, over time, convey significant impressions about the brand. 1.) Choose a brand name with which you're familiar, and describe the meaning it conveys to its various audiences. 2.)cHow has the meaning become a key element of this brand's DNA? 3.) Is the name strong in its category? Why?

3.

Brands often use personalities and imagery to communicate important but intangible information about the brand. How is this branding approach used in the below print advertisement for Louis Vuitton? What intangible values are being communicated by the three American astronauts? Why would these be important to the LV brand?

4.Describe three (3) ways a brand can sustain itself and grow over time, remaining powerful in the minds of consumers and profitable for the business. Provide a real-life brand example of each.

5.Where brands originate influence how they are perceived by consumers. Consider the car brands Volvo from Sweden and Honda from Japan. Describe how each of these brands would be perceived by:

1. a typical Swedish target customer

2. a typical Japanese target customer

3. a typical American target customer

4. a typical customer from your country of origin

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6.

1.) Distinguish between a House of Brands and a Branded House. 2.) Identify a brand that represents a House of Brands strategy. 3.) Identify a brand that represents a Branded House strategy. 4) What advantages does a House of Brands strategy provide to the enterprise that a Branded House does not.

7.Major national brands often must compete with retailer's own store brands.

1.) Why do retailers create their own brands?

2.) What is an example of a retailer brand, and what brands are its competition?

3.) Why might a customer prefer the retailer brand to the national brand?

4. Why might a customer prefer the national brand to the retailer brand?

8.

1.) Describe the brand DNA of either Chanel or BMW. (Describe only one.)

2.) What is the ONE "kernel"--core--characteristic of this brand--the one thing that most closely communicates the values of the brand.

9.Iconic brands take a stand in the world. They have purpose beyond the product. 1.) What is the alignment between the purpose identified in this ad and Nike's brand positioning? 2.) What intangible brand values are being communicated? 3) Why would Nike create and air this ad?

https://www.youtube.com/watch?v=lqQdXlHWiL8