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.

Films Media Group

Brand name products, Branding (Marketing), Product management, Advertising

Preston, Luke (Writer), Dunn, Andrew, Garner, Simon (Producer), Breitenmoser, Kurt (Director), Breitenmoser, Kurt (Producer), Films for the Humanities & Sciences (Firm), Films Media Group

00:27:16 (HH:MM:SS)

English

Higher education

Name	Films Media Group (Firm)
Role	Publisher
Telephone	800-257-5126
Address	200 Metro Blvd. Suite 124 Hamilton, NJ 08619
Email	[email protected]

This video is protected by copyright. You are free to view it but not download or remix it. Please contact the licensing institution for further information about how you may use this video.

https://54098.surd9.group/show.php?pid=njcore:21616

pid=njcore:21616

njcore:21616

View MARC Record | View Full Record