Segments in this Video

Brands as Emotional Symbolism (02:57)


Marketing Consultant Matthew Eccles explains that brands touch people with emotional communication. The key to branding is to incite emotional arousal and consumer engagement. He cites Innocent as a marketing success story.

The Brand Masters of the UNIVERSE (03:06)

Some brands have been around for over 100 years. See ads for Coca-Cola, Pepsi-Cola, and Cadbury. Vinca Saigailer observes that Coke's campaigns elicit emotional responses.

What Makes a Brand Survive? (02:28)

Eccles states that brands survive by staying true to the their core theme. Saigailer describes how Virgin's multi-product line has a presence in almost every activity of a person's daily life.

Brand Style and Personality (02:45)

In 2010, Innocent sold 58% of the company to Coca-Cola, improving Coke's image and increasing its international distribution and sales. Consumers do not care about the ownership of a company if brand quality and experience continues.

When the Brand Goes BELLY UP (03:15)

When a brand fails to mitigate public harm, consumer backlash can destroy the brand and its reputation. Coca-Cola sales remain impervious to scandals.

Brand New Brands (05:15)

Climatecars taps into the the international trend towards green technology. Divine Chocolate focuses on a social mission of partnering with farmers, who get a fair trade price and a share in the profits.

ETHICS: Good Girls and Boys Come to the Party (03:50)

Corporations employ marketers to improve public perception. Psychologist Oliver James discusses the conflict between corporate responsibility and the legal requirement that directors operate the corporation for the benefit of stockholders. Eccles claims corporations overstate their ethical credentials to influence consumer perceptions.

Fear and Madness? (03:18)

Marketers take the best attributes of a product and connect them with emotional needs. James believes that defining ourselves through "having" rather than "being," people can feel dissatisfied, anxious, and needy. The glossy perfection of ad models is not the reality of the masses.

EXTRAS: Brands as Self-Expression (03:09)

James states that self-definition is made easier by brands that help them to express themselves. Alternative choices decrease under capitalism. James claims that rising mental illness is directly attributable to a culture of selfish capitalism.

EXTRAS: Customer Service and the Internet (06:55)

Eccles discusses customer service, the direct experience the consumer has with the brand. Every business can engage customers via the internet. Complaints must be dealt with effectively to achieve customer loyalty.

EXTRAS: Vulnerability of Young Consumers (03:36)

James describes how advertising can trap youth in debt; he advises questioning the need for purchases. Students leaving college with loan debt are forced to enter the credit system to financially survive.

EXTRAS: Steps of Marketing (06:37)

Eccles explains that marketing is about spotting a gap in the market or people with a need and then finding the product or service that meets that need.

EXTRAS: Future of Marketing (03:22)

Eccles believes that opportunities for customer dialogue via the Internet will affect future marketing. Brands will listen to customer feedback to innovate their products.

EXTRAS: Humans as Commodities (02:17)

James explains Eric Fromme's marketing orientation personality. Modern office politics require that people market their skills to keep their jobs.

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The Marketing Series 3: The Power of the Brand

3-Year Streaming Price: $169.95



This program explains what a brand is and why some brands succeed and others fail.

Length: 56 minutes

Item#: BVL128536

Copyright date: ©2010

Closed Captioned

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