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
Benefits of Brand Building Review the Teaching Activity
In 2005, Coca-Cola introduced Coke Zero, a zero calorie version of their flagship product. This product did extraordinary well, but what launch and implementation challenges did they face?
EXCLUSIVE MEMBER ACTIVITY
Product Line Extension Challenge Review the Teaching Activity
Gillette has long been the leader in the razor market. However, to maintain their position they have had to make some tough decisions along the way. Review the following situation – if you were the CEO, would you have made the same decision?
A Tough New Product Decision Review the Teaching Activity
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?
Cause Related Marketing Review the Teaching Activity
In this activity, you simply need to match each example provided to the approach that the firm has used in setting/determining its promotional budget.
Setting the Promotional Budget Review the Teaching Activity
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
Impact on Positioning Review the Teaching Activity
When a firm utilizes multiple channels, it is likely that channel conflict will occur from time to time. This activity is based upon a real business situation. What would your students do in this situation?
EXCLUSIVE MEMBER ACTIVITY
Handling Channel Conflict Review the Teaching Activity
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.
Product Management Decisions Review the Teaching Activity
For this proposed new snack food product, what is the most appropriate branding strategy? A brand extension, or a multi-brand, and so on.
Which Brand Strategy? Review the Teaching Activity
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.
Line and Brand Extensions Review the Teaching Activity