Global Brand Marketing

Each question must be answered with a minimum of 250 words.  Also the powerpoint has questions to answer.  

Assignment 9.2

1. Pick a brand extension. Use the models presented in the chapter to evaluate its ability to achieve its own equity as well as contribute the equity of a parent brand. If you were the manager of that brand, what would you do differently?

2. Do you think a brand like Xerox will be able to transform its product meaning?  What are the arguments for or against?

3. Complete the Retro Marketing Assignment in this week’s folder.

BA4-663: Global Brand Marketing
Retro Marketing Assignment

Retro Marketing
Leverage your brand’s history to strengthen your bond with consumers and your position in the marketplace.

Consider Retro Marketing if you…
Have a brand with an established heyday.
Have a slogan or jingle that will trigger consumers’ memories of happier times.
Have a once- popular brand that might appeal to a contemporary audience.
Want to position a new brand based on consumers’ pre-existing emotional touch points.
Want to connect with a particular audience’s (i.e. Baby Boomers or “80s lovers) fond memories of days gone by.

Two Examples of Retro Marketing
Cracker Jack
and
Hawaiian Punch

Cracker Jack

Hawaiian Punch

What Brand Would be a Good Fit for Retro Marketing?
Assignment Instructions:
Select a brand that would be a good fit
How long has the brand existed?
Does the brand have a slogan or jingle?
Would the brand appeal to a contemporary audience?
What are the pre-existing emotional touch points?
Want audience will it connect with?
Provide a link to the brand