NO LOGO – Chapter 1 - New Branded World
1 - Branding: When did it start? Why did it start?
2 - Some of the earliest brands include Aunt Jemima and Uncle Ben. Why were these particular images chosen and cultivated by their parent companies?
3 - Why was the purchase of Kraft by Philip Morris (the tobacco company) such a significant moment in the business world?
4 - The three most valuable brand names on earth: Marlboro, Coca-Cola, and Budweiser, in that order. (2006- #1 -Coke #2- Microsoft #3- IBM. Marlboro 12th, Budweiser 27th) Taking the product and its respective market into consideration, what common trait do all three have?
5 - The 1990s brought in an era of increasingly creative advertisement campaigns. Why? Provide examples of various campaigns to support your answer.
6 - What was “Marlboro Friday”? Was Marlboro Friday a knee-jerk reaction by Philip Morris, or had conditions been building up? Explain.
7 - What does “Conceptual Value-added” mean?
8 - Why was it significant that Marlboro was the first brand to lose faith in branding?
9 - What were some of the companies that came out of the recession unhurt? Why?
10 - What approaches did Nike and Reebok use to establish and expand a stronghold in the athletics market?
11 - How did General Motors establish a new mindset when branding the Saturn line of vehicles?
12 - Provide examples and explain how some companies managed to expand during a recession even without spending money on advertising.
13 - Why do brands need to “establish emotional ties”, as stated by Scott Bedbury?
14 - How does Amazon .com represent a new age in pure branding?
15 - What is meant by the statement, “And if Caterpillar and Intel can brand, surely anyone can.” (25)?