Understanding Brands

Show students how businesses combine an idea with a logo to create the “product personality."


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Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company’s merchandising decisions?

This program shows how businesses combine an idea with a logo to create the “product personality” called a brand. Specific components of successful brands, the messages they convey, and the challenges that even a well-known enterprise such as Apple may face in defending its brand are all explored.

Expert insights from the director of global marketing firm FutureBrand along with person-on-the-street interviews shed additional light on how and why brands entice consumers to buy.

Video Segments

1. What Is a Brand? The average person is exposed to over 3000 advertisements per day. People put their faith in brands.
2. Power of a Brand Brands serve as reference points for consumers, something to help them transcend visual and media overload. The four approaches to branding are corporate, family, individual, and personal. Each has a different aim and point of focus.
3. What Makes Up a Brand? First and foremost to branding is the product itself. The brand name must be distinct, memorable and attract attention. What messages does a brand send? Color, name, font, and logo all tell crucial things about the brand.
4. Brand Evolution Brands must evolve to give society what it needs. Long-running ad campaigns like the Marlboro Man must change to fit society's perceptions. If the story behind the brand gets old, some brands open new product lines.
5. Brand Influence Do brands really influence what consumers buy? Branding informs our decisions about what to purchase. Branding is how the manufacturer communicates with consumers.


Grade: 9-12

Understanding Brands (DVD)
© 2010
Time: 27 Minutes

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