The United States is currently experiencing a great deal of political turmoil, as are many other countries, such as Great Britain with the Brexit vote.

Marketers often look for attitudes and values that can be associated with company brands in order to enhance long term loyalty.



  1.  What is the top brand in the USA today story? Which top 10 brand surprised you the most? Why?
  2. The Classic Commercial was run in 2006.  Would it still be effective today? Why or why not?
  3. The most recent commercial uses the national anthem as a background. Explain why it is effective or why you believe it is not.
  4. Read the Twitter story. Explain the importance of a positive brand image in a company’s integrated marketing communications program.
  5. Given the current national environment, do you believe patriotic marketing messages will be more or less effective?  Defend your answer.

About Dr. Donald Baack

Co-author of textbook.

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