Read Chapter 10 in your textbook to understand how companies make branding decis
ID: 443227 • Letter: R
Question
Read Chapter 10 in your textbook to understand how companies make branding decisions.
Download an explanation of marketing uses for branding here.
Watch the video segment on the Tom Peters website by going to “Tom’s Topics” under “video” at: www.tompeters.com to view Brand, Design, and Differentiation (Tom Peters Company ©1999-2014) to supplement your understanding of product branding by Tom Peters-Filmed by BVO 2009.
Used by permission of Tom Peters. See www.tompeters.com for additional information.
Checklist: In 250 words or more, answer the following questions:
Identify the television show or recent movie you watched, and introduce the brand of a consumer product that you found was featured in the plot of the story.
Discuss the type of consumer product (convenience, shopping, specialty, unsought) you identified in the plot of the story. Explain your answer.
Discuss how the television show or movie increases or decreases the brand equity of the product.
Describe the brand strategy of the product you identified within the plot of the story
Explanation / Answer
As per Tom Peter's brands should be remarkable i.e they should be able to remark about themselves. Brands should stand out. It is with this reference i am answering the questions given above:
1. I recently watched Captain America - The Winter Soldier. In the movie Captain America and Black Widow enter an Apple store. The store had various laptops of Apple on display with the logo of Apple being showed prominently on all the laptops as well as on the T-shirt of the store attendant.
2. The Apple laptops featured in the movie is a consumer electronics product. Consumer electronics products are electronic equipment that is used in the everyday walk of life. These products are used for personal as well as business use. Examples of consumer electronics products are laptops, digital cameras, televisions, MP3 players etc.
3. Brand equity refers to the value of the brand. Apple laptops or Macbooks have a high brand value. It is considered as a premium, state of the art devices. These laptops are high on the innovation, design, display factor.
The movie shows Captain America and Black Widow using an Apple laptop in an Apple store to view the flash drive. The content of the flash drive is high quality graphics and its visuals enhances the appeal of Apple's laptops as high on display and design factor. This increases its brand equity by enhancing its core values.
4. The brand strategy here is that Apple bought "what it says" closer to "how consumers feel" in terms of the brand we are talking about. Apple is enhancing the identity and personality of its laptops by highlighting its value. It is also trying to establish an emotional connect with the viewers.
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