Branding is a critical component of integrated marketing communications. Companies spend considerable time and money developing strong, powerful brands.

Resources:

Discussion Questions:

  1. 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?
  2. Watch the second video. How does Interbrand measure brand value? Explain how Interbrand creates and manages brand value for its clients.
  3. Watch the third video. Summarize the presenters process in rebranding the pizza chain. What are the challenges of rebranding an established brand?
  4. Watch the fourth video. Summarize the points made in the video about private label brands. How has the image of private label brands changed?

About Dr. Donald Baack

Co-author of textbook.

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