In this exercise, students describe well-known brands in terms of their brand personality. A list of personality traits and descriptors are provided. In addition, the activity explores the role of brand personality versus more tangible brand metrics.
Working with Brand Personality Review the Teaching Activity
In this activity, students explore the motivations for luxury consumption – that is, why some consumers are drawn to luxury brands, despite their significant price points – to help segment this valuable market even further.
Understanding the Motivations of Luxury Consumption Review the Teaching Activity
This case study examines a repositioning campaign for Vita-Weat, which is a brand of crackers in Australia. In this promotional campaign, this brand of “dull” and perceived budget crackers was successfully repositioned to be seen as a gourmet food offering and tapping into the “foodie” culture trend.
Repositioning Upwards (Video Case Study) Review the Teaching Activity
Students review a marketing campaign video for Taikang Insurance, where the firm has cleverly used technology to overcome the hurdle of service intangibility and make insurance “real”.
Overcoming Service Intangibility Review the Teaching Activity
Students review two short promotional videos that will get students rethinking the “standard” benefits of everyday products. This is a great activity for distinguishing between product features and benefits, as well as tapping into core consumer needs and motivations.
What Benefits Are We Selling? Review the Teaching Activity
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