Students learn about the importance brand touchpoints and how they can influence consumer decisions, by reviewing a list of 20 brand touchpoints and evaluating their likely impact.
What are Brand Touchpoints? Review the Teaching Activity
The launch of the Mother Energy brand generated many first-time sales, there were only limited repeat purchases, primarily due to the poor taste of the product. As a result, the brand was placed into the inept set by the majority of target market consumers. As a result, Coca-Cola had to decide what to do with this poor performing brand.
Inept to the Evoked Brand Set (Case Study) Review the Teaching Activity
In this very simple and fun exercise, students have to choose between two identical products – but one has the advantage of a very strong brand versus an unknown brand – will your students pay more just for the brand and why?
Will You Pay More Just for the Brand? Review the Teaching Activity
A multi-brand strategy is where the same corporate owner runs multiple brands in the same marketplace, with the appearance that they are actually competitors. But is this really the case? The purpose of this activity is to identify whether or not they are actually competing and to identify reasons why a multi-brand strategy is used?
EXCLUSIVE ACTIVITY FOR MEMBERS
Multi-Brand Strategy Review the Teaching Activity
In this mini case students, examine Boston Market’s failed international market expansion into Australia in the early 2000s (when they were owned by McDonald’s).
EXCLUSIVE ACTIVITY FOR MEMBERS
Adapting to the Local Market (Case Study) Review the Teaching Activity
In this mini case study, students review how Nike used a running event, rather than more traditional promotional tools, to reposition their brand in a key market segment.
EXCLUSIVE ACTIVITY FOR MEMBERS
Using an Event as a Promotional Tool (Video) Review the Teaching Activity
Building a strong brand is fundamental to long-term marketing success. But what happens when these efforts are too successful and the brand name becomes generic? In this activity, students explore the benefits and risks of a potentially generic brand name.
EXCLUSIVE ACTIVITY FOR MEMBERS
Lost Generic Brand Names Review the Teaching Activity
In this new product case study, the owners of V Energy drinks decide to take on Coke and Pepsi in the sports drink product category, using a clever approach to positioning and differentiation.
EXCLUSIVE ACTIVITY FOR MEMBERS
Competing Against Dominant Brands (Case Study) Review the Teaching Activity
In this strategic and analytic activity, students need to help a company work out the best of the three different promotional approaches that they have tested in the marketplace.
EXCLUSIVE ACTIVITY FOR MEMBERS
Analyzing the Best Promotional Method Review the Teaching Activity
In this task students review and analyze a magazine ad for Rolex watches that uses aspirational appeal to motivate target consumers to finally purchase a Rolex.
EXCLUSIVE ACTIVITY FOR MEMBERS
Aspirational Reference Group Appeal Review the Teaching Activity