After reviewing the Module Seven resources, compare and contrast brand strategies for at least three different markets. Potential markets include business markets, services branding, and technology markets.
Textbook: Kellogg on Branding
Chapters 4–6, 9–11, and 15
Library Article: The Mythic Status Brand Model: Blending Brain Science and Mythology to Create a New Brand Strategy Tool
Read this article that describes brand strategies and models as tools for defining a brand’s core meaning and providing deeper connections with customers.
Article: Frame of Reference in Brand Positioning
Read this article that describes how frame of reference affects brand positioning.
Article: Brand Strategy: Politics and Positioning
Read this article that describes Obama’s political success as the ability to establish clear and compelling brand positioning by articulating American values through a “big idea.”
Video: Rory Sutherland: Life Lessons From an Ad Man
View this video that discusses change in perceived product value through advertising and how perceived value can be just as satisfying as real value.
Students may experience varying amounts of time for this resource to load, depending on the speed of their internet connection. This video is 16 minutes and 36 seconds in length.
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