Watch: Steve Jobs on Marketing, Values and the "Think Different" ad | 7:43

Read: The Worst Brand in the History of Orange Juice, medium.com, Niklas Goke, April 22, 2020

Answer these questions on the topic of effective marketing.

Steve Jobs mentions Nike and emphasizes one specific marketing strategy over all others. Do you believe that that approach is an effective overall strategy?

Apple products tend to cost more than their competition. What other aspects of customer value influence customers to buy Apple products?

Where would you place the iPhone in the product life cycle and are the Apple pricing strategies consistent with your positioning of the product?

The article is about rebranding and gives an example of an ineffective rebrand. It ends with five branding lessons. What do you think of the Tropicana rebrand?

Do a quick search and describe another example (either good or bad) of rebranding that you found. Explain why you think the rebrand was successful (or unsuccessful) and what lessons the company probably learned in the process.