This blog post at Tim Calkins STRONGBRANDS blog, “ Beer and the Power of Branding ” (May 8, 2017), describes an anecdotal study that shows how advertising and branding influence how we perceive beer. Even after a blind taste test, where tasters were told which brand of beer they preferred, many stuck to their prior beliefs, built on advertising. Among the brands tested here, there seemed to be relatively little difference in taste, but much more significant preferences were exhibited for particular brands. What product categories are more likely to be perceived as different due to advertising and brand building actions? Explain your logic.
In chapter 8 we introduce several concepts and ideas around branding. For example, we define brand equity as “the value of a brand’s overall strength in the market.” We follow that up with an example of Coca-Cola. In 2016, we see that Coca-Cola’s brand equity, as measured by Interbrand, has fallen since we wrote this in the textbook. As sales growth has slowed for the soft drink giant, it decided on a new brand strategy, which it described in a press release as follows: Marking a significant shift in its marketing strategy, Coca-Cola today announced that for the first time, all Coke Trademark brands will be united in one global creative campaign: [Continue Reading …]
Marketing practices — and laws that govern those practices — are always changing. Chapter 8 discusses food product labels. Recently the Food and Drug Administration made changes to the nutrition facts label that appears on the side of packaged foods. The new label reflects the latest scientific information on how foods — in particular sugar — contribute to an unhealthy diet. For full details, we refer you straight to the U.S. Food and Drug Administration website, “ Changes to the Nutrition Facts Label ” (May 20, 2016). Review the press release at the FDA website (link above). List three changes to the label that help it [Continue Reading …]