Have a look at these two leading brand websites: http://www.samsung.com/au/home/ & http://www.redbull.com/au/en. What communication tools are they using to get their message across to customers? How are they achieving integrated marketing communications? What impact does all of this have on the consumer in terms of involvement, motivation and final purchase decision?  

Visit this site: http://www.digitaltrainingacademy.com/casestudies/2015/05/reactive_marketing_case_study_how_brands_welcomed_princess_charlotte.php. Discuss the various ways companies are now using non-traditional media to get their message across. Do you think that this is effective in reaching their target audience? Are there any moral boundaries that this line of marketing communication crosses?

Visit http://knowledge.wharton.upenn.edu/article/taylor-swift-trademarks-and-musics-new-branding-model/ and read ‘Taylor Swift, Trademarks and Music’s New Branding Model’. How can this move translate as a benefit of the Taylor Swift brand? What implications might the proposed move to trademark lyrics have on the positioning of, and attitude toward, the Taylor Swift brand?  

Visit the FutureBrand featured case on Nespresso.

http://www.creativebrief.com/agency/work/24886/12640/nespresso-brand-strategy-branding---design-innovation-npd-service-design-the-future-of-coffee-experiences-by-futurebrand. Also view the images and then the advertisements at http://www.youtube.com/watch?v=23j1B4-lroM . Using Table 6.1, Steps for positioning a brand in marketing communications, critically analyse the marketing communications strategy for Nespresso.

Perceived risk is at the heart of high or low involvement purchase decisions. Watch this advertisement https://www.youtube.com/watch?v=FE7Bo1CGoYo . Apply the brand to the Rossiter-Percy grid and discuss how good you think the creative strategy is in light of this.

Read this article: https://hbr.org/2018/02/the-most-successful-brands-focus-on-users-not-buyers. Choose a user brand and a purchase brand and using Figure 6.3, General model of brand positioning, identify where, if at all, these brands may differ in terms of their brand positioning challenges.