Branding is a critical component of integrated marketing communications. Companies spend considerable time and money developing strong, powerful brands.
Resources:
- Swiss International Airlines
- Creating and Managing Brand Value
- Rebranding Established Brands
- Private Label Brands
Discussion Questions:
- Watch the first video. What type of brand is the company seeking to develop? Evaluate the Swiss International Airline campaign. Do you think the airlines has been successful in creating a brand that stands for quality? Why or why not?
- Watch the second video. How does Interbrand measure brand value? Explain how Interbrand creates and manages brand value for its clients.
- Watch the third video. Summarize the presenters process in rebranding the pizza chain. What are the challenges of rebranding an established brand?
- Watch the fourth video. Summarize the points made in the video about private label brands. How has the image of private label brands changed?
Clow/Baack 