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.
Seth Godin is a master of saying a lot with relatively few words. This time, in “ The trust brand ” (Seth’s Blog, September 7, 2013), Seth suggests that every brand is really a “trust brand.” What do you think? Is that what a brand should be? Is every brand a trust brand? Is a brand just a promise you can believe – a promise the brand will offer you some set of benefits?
Kanye West knows branding? You betcha! He knows it well enough to get some good-natured chiding from Comedy Central’s Stephen Colbert. Colbert recently talked about Kanye West’s new line of clothing — which includes a $120 white t-shirt (now to me, it doesn’t look any different than the “Classic Hanes” which goes for $6 at Kohl’s). Of course you throw Kanye West’s name on it, call it the Hip Hop T-Shirt — and you can show your students the power of branding. What do you think? Is Kanye’s brand worth more than $100? What makes this work?
There are few surprises on this list — except perhaps the value of each brand. This article provides an update on BrandZ’s ranking of the 100 most valuable global brands . The top 10 brands include Apple (#1) and Google (#2), but also more surprising (at least to me) Marlboro and China Mobile.
Some businesses smell an opportunity to really tie together their integrated marketing communications. They communicate distinct brand identity through the scents that customers smell in their stores or hotels. Read more at “ The smell of success ” (Baltimore Sun, January 19, 2012), watch a short Early Show news story (4:35) below, or check out ScentAir Technologies website . Place yourself in the marketing department for ScenAir. What types of businesses would be good opportunities to pursue? Go beyond those mentioned in the article and video. How could you promote the product to your new target market?
The battle of the brands is the “competition between dealer brands and manufacturer brand” (from our text books) over which will be more popular. Dealer brands, sometimes called private labels, are brands created by store chains (for example Safeway’s O Organics line of organic foods) and manufacturer brands are created by a producer (General Mills Cheerios). Dealer brands have been gaining share — boosted recently by economic downturn induced consumer price sensitivity. This Bloomberg Businessweek article “ Why Grocers Are Boosting Private Labels, ” gives an update and some great examples. Dealer brands used to differentiate on price and then more recently offered comparable and sometimes [Continue Reading …]
Mercedes Benz has struggled in recent years in its battle with other Germany luxury carmakers — with BMW and Audi both passing the fabled brand. In “ A Mini Mercedes with Big Ambitions ” (BusinessWeek, September 22, 2011), you can read about a new Mercedes Benz the B-Class. This smaller and more affordable Mercedes targets a “younger, hipper clientele” than the traditional Mercedes target market. The move is an example of expanding a product line downmarket — which has implications for Mercedes positioning and brand equity. What do you think about Mercedes risk to its classic positioning? What could Mercedes have done — or could they [Continue Reading …]