Show:
Beginning of the Brand
The Brand's Death
The Brand Bounces Back Part 1
The Brand Bounces
Back Part 2
Just Because
100
Before brands were around companies used what tacit to sell product?
What is Advertising.
100
Which company used a selling tactic of putting perfume strips on the back of Ticket Master concert envelopes?
What is Calvin Klein.
100
6 years prior to 1993 Nike had grown from a $750 million company to a what?
What is $4 billion.
100
What company became a brand name when it started the production of not only tractors and bulldozers but began to make hats and boots?
What is Caterpillar.
100
What rhetorical strategy does Naomi use in the quote "If one or two power house consumer products companies start to cut prices for good, there's going to be an avalanche. Welcome to the value generation".
What is Irony, Because the companies that talked badly about Marlboro because of "Marlboro Friday" eventually followed in Marlboro's footsteps in repeating the same event.
200
Companies sought to change the way people live their lives in order to introduce what into the market.
What is branding.
200
What event was once thought as the begging of the death of the brand?
What is Marlboro Friday.
200
In 1993 the same year as "Marlboro Friday" which company increased its advertising spending by 30%?
What is Apple Computers.
200
What was the title of the essay that Sam I. Hill, Jack McGarth, wrote in order to tell companies the right marketing strategies, to sell once thought unbranded products?
What is "How to Brand Sand".
200
By 1998 the U.S. spending on advertising was estimated to reach how much?
What is $435 billion.
300
Brands were born around the same time as what major production factor?
What is factories.
300
Marlboro cut prices by 20% on cigarettes in order to compete with what?
What is "Bargain Brands".
300
Company owners use advertising in such a way the the consumer does not see the product but only the what?
What is Brand.
300
What Japanese term was given to the idea that "Branding should not be based around product but around reputation"?
What is Keiretsus.
300
In 1998 Pepsi had plans to project their logo on what?
What is the Moon.
400
At the end of the 1940's the brand changed from a simple label or catchphrase to what?
What is corporate consciousness.
400
The Marlboro Friday incident gave birth to what well know company today that is known for their low prices?
What is Wal-Mart.
400
The what term is used to describe the way a brand is depicted by the company?
What is Brand Vision.
400
In 1991 which 2 companies were playing "advertising chicken" ageist each other?
What is Nike and Reebok.
400
In the Brands Death or 2nd part of this chapter David Lubars said "Consumers are like roaches- you spray them and spray them and they get immune after a while", and what does he mean by "spray" and what rhetorical strategy does Naomi use?
What is advertising and metaphoric. Because the word "spray" is referring to the amount of advertising that the company has to use and the more they advertise the more the consumer becomes immune. So therefore the companies have to advertise more.
500
In 1988 Philip purchased what company for $12.6 billion, which was 6 times what it was worth on paper solely for the name?
What is Kraft.
500
In 1983 companies spent 70% of their money on ads and 30% on products but by 1993 this ratio changed to what?
What is 75% towards products and 25% towards ads.
500
This company does not sell computers, "It sells business solutions"?
What is IBM.
500
When the brand became stronger the main concern for the companies was not quality of products but what?
What is company image.
500
In the 3rd part of this chapter "The Brand Bounces Back" which company is most talked about?
What is Nike.