Week 8: Branding - Positive or Negative Brand Preference

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For this week's discussion on 'Product,' you are to select a brand and share with the class your perspective of this brand.

Select a brand (product or service) and discuss the brand from one of two perspectives:

Positive perspective: A brand that you have some preference, insist on this brand, or would like to try this brand OR

Negative perspective: A brand that you do not prefer, would reject, would move away from this brand for some reason(s), may not recommend this brand, have some negative experience or opinions with this brand, you may still use the brand even if you have a negative perspective, as it is so pervasive, for example.

Select one viewpoint either positive toward a brand or moving away from/negative toward a brand. Share your insights with regard to this brand as it relates to the content from this week. Use the following prompts.

State the brand and describe briefly the brand, what it is (product or service), what it does.

Tell us if this is a brand you have a positive preference for OR a brand you are moving away from/have a negative view of or visa versa, you are moving from a negative to positive preference.

Give a sentence or so on where you are with your preference for this brand,

3. What is your experience with this brand that gives you a positive preference OR is making you move away from this brand or giving you negative views of this brand?

a) What are this brands strengths and weaknesses?

b) What is the main benefit you receive from this brand AND/OR the main benefit you do not/would not receive from this brand?

Give some depth on Q3 prompts.

4. Thinking of the brand, what does this brand convey to you - words, thoughts, and images come to mind describe the brand itselfWhat adjectives would you use to describe the brand? Describe the brand's personality? I see this brand as innovative, a leader in its field, customer focusedI see this brand as stuffy, lacking quality . This brand offers high quality, is a good value, is a brand I trust, is trendy, is outdated, is too high priced, has poor customer service, is not easy to use, has design issues, I don't trust this brand.

5. For this brand drive give insight into the following elements.

What life cycle stage is this brand in (introduction, growth, maturity, decline)? Give your reasons and information/facts as to why the brand is in this life cycle (sales/revenue data, competition, price strategies, changes/additions to the product, level of brand awareness, positive/negative views of the brand).

Is this brand, that you are discussing here, a family brand (a product line), an individual product, or something else, if you can.

Is this product or product line a:

a) consumer product and if so say if is it a: i) convenience product, ii) shopping product, iii) specialty product, or iv) unsought product

b) business product.

6. What is one key thing you learned about branding as it relates to this week's reading and this discussion?

Note: Include in your post any links, visuals, videos etc. that give insight into the brand you are discussing (i.e., a visual of the brand's logo, a video explaining the features of the brand, a link to their products).

Please bring out any international brands, as it interests you!