No Logo by Naomi Klein
Section
3 – “The Brands Bounce Back” pg 15.
- What were some
of the companies that came
out of the recession unhurt? Why?
- What was the “real”
legacy of Marlboro Friday?
- What approaches
did Nike and Reebok use to establish and expand a stronghold in the
athletics market?
- How did General
Motors establish a new mindset when branding the Saturn line of vehicles?
- Provide examples
and explain how some companies managed to expand during a recession
even without spending money on advertising.
- Why do brands
need to “establish emotional ties”, as stated by Scott Bedbury?
- What was the lesson
of Marlboro Friday?
- How does Amazon
.com represent a new age in pure branding?
- What did experts
consider one of the company’s problems when Levis started losing market
share in the late nineties? How
did Richard Branson’s Virgin Group represent what many thought Levi’s
was lacking?
- What is meant
by the statement, “And if Caterpillar and Intel can brand, surely
anyone can.” (25)?
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