brand Archives - Great Ideas for Teaching Marketing

How Positioning Slogans Communicate

Discussion Exercises, Member Activities, Products and Brands, Segmentation and Positioning

For this exercise, students are required to determine the positioning goals associated with various positioning tag lines.

Line and Brand Extensions

Free Activities, New Product Process, Products and Brands, Review Exercises

Firms are usually faced with four broad branding choices, with the key goal of growing brand equity. In this activity, students classify examples to the type of brand strategy.

Which Brand Strategy?

Decisions and Mini-Cases, Member Activities, New Product Process, Products and Brands

For this proposed new snack food product, what is the most appropriate branding strategy? A brand extension, or a multi-brand, and so on.

Product Management Decisions

Decisions and Mini-Cases, Member Activities, New Product Process, Products and Brands, Strategy and Plans

Students assume the role of a product manager for frozen pizza. They are faced with several strategic choices for which way to grow the product line and its profits.

Impact on Positioning

B2B Marketing, Discussion Exercises, Member Activities, Places and Channels, Products and Brands, Segmentation and Positioning

This activity outlines two situations in regards to the potential impact on the firm’s positioning due to their distribution channel selection.
EXCLUSIVE MEMBER ACTIVITY

Cause Related Marketing

Discussion Exercises, Free Activities, Products and Brands, Promotion, Segmentation and Positioning

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?

Benefits of Brand Building

Member Activities, Products and Brands, Promotion, Review Exercises, Segmentation and Positioning

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!
EXCLUSIVE MEMBER ACTIVITY

Apple’s Mission Statement

Free Activities, Review Exercises, Segmentation and Positioning, Strategy and Plans

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.

Interpreting Brand Image Survey Results

Analysis and Metrics, Consumer Behavior, Member Activities, Research and MIS, Segmentation and Positioning

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.
EXCLUSIVE MEMBER ACTIVITY

Pepsi Next Case Study

Free Activities, New Product Process, Products and Brands, Segmentation and Positioning, Strategy and Plans

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.