The Value of brand names
Description
In the consumer goods industry, branding is crucial to market penetration. Using Alessi's superlative line of home furnishings and Nestle's well-known Nescafe coffee as examples, modules one and two of this program seek to understand the cachet that surrounds brand names, which gives the products associated with them an added appeal. Module three goes inside the U.K. offices of advertising giant Young & Rubicam to investigate how brands are developed and maintained.
Runtime
29 min
Series
- Global Business: New Ways to Improve the Bottom Line (10)
- South-Western Introduction to Business DOD Collection (50) (38)
Subjects
- Branding (Marketing) (220)
- Marketing (459)
- Social change (532)
- Business planning (234)
- International business enterprises (261)
- Globalization (272)
Genre
Date of Publication
[2005], c1999
Database
Films on Demand
Direct Link
https://www.remote.uwosh.edu/login?url=https://fod.infobase.com/PortalPlaylists.aspx?wID=102638&xtid=10836
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