Lecture 5

Dear Class,

Your assignment for next week is to look at various advertising campaigns and analyze whether or not congruency is maintained between various media. If so, what is the narrative? Next week, specifically, we will be looking at the brand Tropicana, and discussing whether the brand narrative broke as a result of the new packaging (which led to a drastic decrease in brand familiarity, etc.). Please become familiar with this brand, as we will be conducting an in-depth analysis, of which a historical context is crucial. We will also be covering various chapters in the Course Text, so please make sure to have it read.

For your reference, here is the link to the video we discussed this week: http://www.youtube.com/watch?v=7IQF8HcxBiI

I look forward to seeing you all next week,



SCS 2533 Brand Talk: Shaping Product Identity Through Marketing (Instructor)