Does Product Augmentation Matter?
In this task, students will review a billboard ad, which promotes a benefit derived from product augmentation. Students will then discuss the role and value of augmenting a product.
brand
Pringles Chips WTF (Sales Promotion Campaign)
This activity is built around a new flavor campaign for the well-known snack brand Pringles. This campaign is a mix of a sales promotion and a product line extension.
KFC Launches Edible Nail Polish: Brand Extension
Do your students agree with KFC’s decision to extend their brand into chicken flavored nail polish? Why/why not?
Most Valuable Global Brands: 2015 vs 2021
This marketing exercise is designed to look at the most valuable brands in the world – as highlighted by BrandZ – comparing the top 10 brands from 2015 to 2021.
Ethical Advertising? Tommy Hilfiger Brand Launch
This activity highlights the initial advertising campaign to launch the Tommy Hilfiger brand. But the campaign was not based on strategy, but based upon a strong creative idea.
Pepsi Next Case Study
This case study provides students with an interesting insight into PepsiCo’s new product process and some of the challenging decisions that they faced along the way.
Interpreting Brand Image Survey Results
This activity highlights the top level results from an attitudes/image market research study, comparing four different fast food chains. The task is to review the brand’s performance and see what the survey results have revealed.
Apple’s Mission Statement
This task reviews a statement was released by Tim Cook, the CEO of Apple, which is effectively framed as a mission statement. The student task is to review it and determine what it indicates about Apple and their future direction.
Benefits of Brand Building
This exercise contains a number of checklist points for students to consider regarding the building of, and the return on, brand equity. It’s more than just promotion!
Cause Related Marketing
This activity requires students to determine whether McDonald’s McHappy Day is really example of responsible marketing or just another day on their marketing campaign calendar?
