No Logo by Naomi Klein

Section 3 � �The Brands Bounce Back� pg 15.

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1. What were some of the companies that came out of the recession unhurt?� Why?
2. What was the �real� legacy of Marlboro Friday?
3. What approaches did Nike and Reebok use to establish and expand a stronghold in the athletics market?
4. How did General Motors establish a new mindset when branding the Saturn line of vehicles?
5. Provide examples and explain how some companies managed to expand during a recession even without spending money on advertising.
6. Why do brands need to �establish emotional ties�, as stated by Scott Bedbury?
7. What was the lesson of Marlboro Friday?
8. How does Amazon .com represent a new age in pure branding?
9. 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?
10. What is meant by the statement, �And if Caterpillar and Intel can brand, surely anyone can.� (25)?