Chapter 13 Library of Video Links

Brand Decisions

Resource Title: Semiotics: the study of signs

Brand and/or Topic: Semiotics

Resource Description:  A short educational animated film; an introduction to the study of semiotics

Channel: digimatt

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Resource Title: How To Create An Exclusive Luxury Brand

Brand and/or Topic: Luxury branding

Resource Description:  Humans are on a constant quest for excellence. If it can’t be found within ourselves, then we look to other things to represent it. This is what a luxury brand is all about: receiving an item or service of exceptional quality transfers this trait to us, and marks us (rightly or wrongly) as one deserving of excellence. It is this feeling of increased self-worth that a brand must cater to if it is to climb the slippery slope to achieving luxury status. There are a number of methods a brand can accomplish this, and the most successful luxury brands usually employ a combination of these, if not all.

Channel: The Brand Builder Show

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Resource Title:Professor Kevin Lane Keller on brand value and marketing

Brand and/or Topic: Brand value

Resource Description:  Kevin Lane Keller, E.B. Osborn Professor of Marketing at the Tuck School of Business, discusses the value of marketing in today’s economy. Keller wants marketers to ask themselves what kind of value they are creating for consumers and how it compares to what competitors are doing.

Channel: Tuck School of Business

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Resource Title:How to Build a Brand Like Corona

Brand and/or Topic: Brand building

Resource Description:  Rohit Deshpandé, Harvard Business School professor, describes ways that emerging market companies can overcome consumer bias against their products.

Channel: Harvard Business Review

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