Discussion Question

Choose one of your favorite brands, and respond to the following questions: What mental image should the brand stimulate today and in the future? In what product classes is the brand competing today? Could this change in the future? Explain.Response should be no more than 15 lines. My favorite brands are Adidas , Samsung Galaxy and MIchael Kors
unitv_presentation.pdf

unitv___marketing_study_guide.pdf

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Adobe Captivate
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UNIT V STUDY GUIDE
Brand Strategy
Course Learning Outcomes for Unit V
Upon completion of this unit, students should be able to:
4. Relate the importance of product positioning to brand strategy.
4.1 Determine how brands gain market share through brand recognition, brand strategy, and
product positioning.
Reading Assignment
In order to access the following resources, click the links below. Note: The transcript for each video is
available to view and/or print by clicking on the â??Show Transcriptâ? tab on the right side of the video page.
You are only required to view the following portions of the video below: Segments 1 titled “Expansion
Introduction” (1:14 in length), 6 titled “Brand Licensing” (4:45 in length), 10 titled “Brand Portfolio Managers”
(3:14 in length), 12 titled “Brand Management” (1:13 in length), 14 titled “Brand Purchasing” (4:07 in length),
and 16 titled “Ultimate Challenger Brand” (2:36 in length).
Bartholomew, J. (Producer), & Barrett, S (Director). (2014). Expansion: Secrets of branding [Video file].
Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla
ylists.aspx?wID=273866&xtid=58813
You are only required to view the following portion of the video below: Segment 4 titled “Brand Equity” (2:04 in
length).
Bartholomew, J. (Producer), & Barrett, S (Director). (2014). Persistence: Secrets of branding [Video file].
Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla
ylists.aspx?wID=273866&xtid=58809&loid=279838
You are only required to view the following portions of the video below: Segments 1 titled “Brands and Market
Structure” (3:49 in length), 2 titled “Functional Values in Brand Names” (2:32 in length), 3 titled “Emotional
Values in Products” (2:17 in length), 5 titled “Effects of the Brand” (3:39 in length), and 8 titled “Creativity and
the Use of Media” (1:54 in length).
Eglin, B. (Producer). (1999). The value of brand names [Video file]. Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla
ylists.aspx?wID=273866&xtid=10836
You are only required to view the following portion of the video below: Segment 1 titled “What is
Globalization?” (3:15 in length).
Romin, J., Arnstad, H. (Producers), & Lennartsson, J., Lilja, V. (Directors). (2009). Open borders:
Globalization-A real-world view [Video file]. Retrieved from
https://libraryresources.columbiasouthern.edu/login?auth=CAS&url=http://fod.infobase.com/PortalPla
ylists.aspx?wID=273866&xtid=47499&loid=144239
BBA 3201, Principles of Marketing
1
Unit Lesson
UNIT x STUDY GUIDE
Title
Click here to access the Unit V Lesson presentation. (Click here to access the PDF version of this
presentation.)
BBA 3201, Principles of Marketing
2

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