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.
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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.
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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.
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Aspirational Reference Group Appeal Review the Teaching Activity
Students are provided with a name of a brand persona and assess what information about the segment is provided by the name itself. A helpful exercise for understanding segments and personas.
EXCLUSIVE MEMBER ACTIVITY
The Value of Brand Persona Names Review the Teaching Activity
A discussion exercise where students split two products of their choice into the three product levels of core, actual and augmented.
Using the Three Product Level Model Review the Teaching Activity
In this activity, students explore what makes up a strong brand and how a brand is developed – getting beyond simple brand awareness.
EXCLUSIVE MEMBER ACTIVITY
Components of Brand Value Review the Teaching Activity
This is simple activity for students to differentiate types of product attributes – that is, a product feature, function or benefit?
What are Product Attributes? Review the Teaching Activity
In this activity, consumers visit a well-known store to buy some furniture, but the salesperson operates in their own interests, rather than meeting the needs of the customer. The dilemma here is the trade-off between long-term sales and brand management and short-term profitability. What is the best approach?
EXCLUSIVE ACTIVITY FOR MEMBERS
Protect the Brand or Grow the Profit? Review the Teaching Activity