The Resource The marketing series, 3, The power of the brand

The marketing series, 3, The power of the brand

Label
The marketing series, 3, The power of the brand
Title
The marketing series
Title number
3
Title part
The power of the brand
Title variation
Power of the brand
Contributor
Commentator
Provider
Subject
Language
eng
Summary
All marketing starts with a product. But beyond the product is the brand. Vast sums are spent in creating and maintaining brands. But what is a brand? And why do some brands succeed and some fail? Successes: Brands speak to people in a way that products don't - they have a personality, a style. One of the big brand success story is Innocent Drinks. In just 10 years Innocent's sales went from nothing to over 100 million. Meanwhile Coca-Cola has used its brand to conquer the world - despite its product being little different from the competition. But the UK has its own long-lasting brands, too - like Cadbury's. What's the secret of their success? Survivors: John Lewis is a good example of how brands can survive - it's a question of keeping true to their core values. But as companies getting bigger, this gets harder. And is there a danger in losing sight of the importance of simply having a good product? Brands can be damaged, too. Did Innocent damage its brand when it sold part of its ownership to Coca-Cola? And what about the spectacular problems of Ratners, BP and Toyota? Some brands go on and on however bad their media coverage - like Coca-Cola. The big lie: Companies like Divine Chocolate have found success through its ethical fair trade image. But ethics are often more about image than reality. Can companies like oil giant BP really claim to be green? And are brands deceiving us in a more profound way - making us believe we're inadequate without them? Psychologist Oliver James believes they're literally driving us mad
Cataloging source
UtOrBLW
Characteristic
videorecording
Date time place
Originally produced by TV Choice in 2010
http://library.link/vocab/relatedWorkOrContributorName
  • James, Oliver
  • Kanopy
Runtime
29
http://library.link/vocab/subjectName
  • Coca-Cola Company
  • Cadbury (Firm)
  • Marketing
  • Product management
  • Brand choice
  • Brand loyalty
Technique
live action
Label
The marketing series, 3, The power of the brand
Instantiates
Publication
Note
Title from title frames
Antecedent source
unknown
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Configuration of playback channels
unknown
Content category
two-dimensional moving image
Content type code
  • tdi
Content type MARC source
rdacontent
Dimensions
unknown
Extent
1 online resource (1 video file, approximately 28 min.)
File format
unknown
Form of item
online
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Medium for sound
other
Other physical details
digital, .flv file, sound
Publisher number
1064911
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
sound
Sound on medium or separate
sound on medium
Specific material designation
  • other
  • remote
System control number
  • (OCoLC)897768256
  • (OCoLC)897768256
  • (CaSfKAN)kan1064911
System details
Mode of access: World Wide Web
Video recording format
other
Label
The marketing series, 3, The power of the brand
Publication
Note
Title from title frames
Antecedent source
unknown
Carrier category
online resource
Carrier category code
  • cr
Carrier MARC source
rdacarrier
Configuration of playback channels
unknown
Content category
two-dimensional moving image
Content type code
  • tdi
Content type MARC source
rdacontent
Dimensions
unknown
Extent
1 online resource (1 video file, approximately 28 min.)
File format
unknown
Form of item
online
Level of compression
unknown
Media category
computer
Media MARC source
rdamedia
Media type code
  • c
Medium for sound
other
Other physical details
digital, .flv file, sound
Publisher number
1064911
Quality assurance targets
not applicable
Reformatting quality
unknown
Sound
sound
Sound on medium or separate
sound on medium
Specific material designation
  • other
  • remote
System control number
  • (OCoLC)897768256
  • (OCoLC)897768256
  • (CaSfKAN)kan1064911
System details
Mode of access: World Wide Web
Video recording format
other

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