Understanding Brands

Understanding Brands

Streaming Video - 2010
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Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company's merchandising decisions? This program shows how businesses combine an idea with a logo to create the "product personality" called a brand. Specific components of successful brands, the messages they convey, and the challenges that even a well-known enterprise such as Apple may face in defending its brand are all explored. Expert insights from the director of global marketing firm FutureBrand along with person-on-the-street interviews shed additional light on how and why brands entice consumers to buy.
Publisher: New York, N.Y. : Films Media Group, [2010], c2010.
Branch Call Number: E-VIDEO
Characteristics: 1 streaming video file (27 min.) : sd., col., digital file. + instructional materials (online)

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