The Nice brand appears in Walgreen’s stores throughout the United States. Recently, the Kind brand began seeking to create differentiation and a stronger brand identity.

Resources:

Discussion Questions:

  1. Watch the first video. What type of brand strategy is being suggested.
  2. View the Walgreen’s website for the Nice brand. Does the material overlap in any way with the Kind brand? If so how? If not, why not?
  3. Watch the third video. Does this approach work in attempting the strengthen the Kind brand? Why or Why not?
  4. Watch the fourth video. Does this commercial strengthen the Kind brand in relation to the Nice brand? Why or why not?

About Dr. Donald Baack

Co-author of textbook.

4 responses »

  1. Jennifer Mitchell says:

    Tried to assign this students, only to find out that none of the links go to the Walgreen’s brand “Nice” for comparison. Please check before posting in future.

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