Please click on the 'SCS 2533 Brand Talk: Shaping Product Identity Through Marketing' link above.
You will find all course materials under 'Related Materials,' listed by lecture.
Why do some brand advertising techniques work and others fall flat? While the concept of branding products hasn't changed, the collective attitude of today's consumers - when responding to advertisements and marketing techniques - certainly has. The constant onslaught of new products has made it extremely difficult to introduce...