Branding - McGraw-Hill Introduction to Business

Toymaker Sues Louis Vuitton over the Right to Create Parody Purses

January 24, 2019

For luxury brands like Louis Vuitton, maintaining an image of elegance and sophistication is essential for success. After all, high-end consumers might not be willing to hand over huge amounts of cash to a company that has fallen out of fashion. In order to remain in control of its image, Louis Vuitton has often been quick to file lawsuits against knockoff businesses that place its signature logo onto poorly made items. Along with targeting bootleggers, however, the company also has Continue reading →

Fashion, Legal, Luxury, Louis Vuitton, Clothing, Global, Product Development, Ethics, Copyright, Entrepreneurship, Branding

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 13: Marketing, Chapter 14: Product and Price, Bonus Chapter A: Business Law

Payless Marketing Stunt Convinces Customers to Spend Big on Shoes

December 6, 2018

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Last week, a crowd of Los Angeles fashion influencers and curious shoppers attended the opening of what they thought would be a new luxury shoe retailer. Surrounded by stilettos on pedestals and golden sneakers, the onlookers marveled at the work of an Italian designer named Bruno Palessi. “I would pay $400, $500. People are going to be like, ‘Where did you get those? Those are amazing,’” said a woman as she tried on a pair of leopard print tennis shoes. Continue reading →

Branding, Retail, Fashion, Marketing, Pricing, Social Media, Packaging, Product Distribution

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media

Why Video Games Can’t Use the Red Cross Symbol

December 4, 2018

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A couple of years ago, a pair of video game developers received a deeply worrying email from the British Red Cross. “It has been brought to our attention that in your game ‘Prison Architect’ a red cross emblem is displayed on vehicles,” read the email. “Those responsible may be unaware that use of the red cross emblem is restricted under the Geneva Conventions for the Protection of War Victims.” Little did the two developers know, but their placement of a Continue reading →

Regulation, Legal, Video Games, Red Cross, Product Development, Global, Branding, Ethics, Entertainment, Entrepreneurship

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 14: Product and Price, Bonus Chapter A: Business Law, Bonus Chapter B: Technology and New Media

Levi’s Jeans Make a Major Comeback

November 30, 2018

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Way back in 1856, a California dry-goods merchant named Levi Strauss marveled at a new type of garment created by one of his customers. Working as a tailor in Nevada, the customer had developed a pair of rivet-fastened pants that were far more durable than anything else available at the time. The two soon filed a patent on the product and founded Levi Strauss and Company, the world’s first producer of denim jeans. And while the company continues to thrive Continue reading →

Clothing, Management, Product Development, Marketing, Branding, Entrepreneurship, Retail, Fashion, Product Distribution, Forms of Ownership, Trends

Chapter 1: Taking Risks and Making Profits, Chapter 5: Forms of Business Ownership, Chapter 6: Entrepreneurship, Chapter 7: Management & Leadership, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution

Japanese Kit Kats Come in All Kinds of Varieties

November 9, 2018

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Visit the candy section of any American drug store and you’ll likely find some Kit Kats stocked unceremoniously alongside an assortment of other brands. But at the Don Quijote market in Tokyo, the chocolate-covered wafer bars occupy a place of honor in the megastore’s vast candy section. That’s because the seven-story market is one of the few places where consumers can browse through dozens of Kit Kat varieties developed exclusively for the Japanese market. From fruit-based variations to bolder flavors Continue reading →

Kit Kat, Product Development, Branding, Packaging, Marketing, Product Distribution, Global, Japan, Nestle, Food & Drink

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution, Chapter 16: Place and Promotion

Dunkin’ Donuts Begins Major Rebranding Effort

October 9, 2018

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During the summer, we looked at IHOP’s temporary name change to “IHOb” and the social media sensation that followed their announcement. As it turns out, the pancake chain wasn’t the only company experimenting with their branding around that time. In August, Dunkin’ Donuts dropped the second word out of their name at a number of locations in the Boston area. While some customers went online to vent their frustration about the change, many others apparently didn’t mind that the word Continue reading →

Product Development, Branding, Promotions, Food & Drink, Dunkin’, Marketing

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion

[VIDEO] How Marketers Target Your Nose

September 28, 2018

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Every day, Americans are bombarded with tons of advertisements coming out of their TVs, radios, and all sorts of other sources. While companies design many of these spots to be easily noticed by consumers, this video takes a look at one type of marketing that deliberately remains in the background. Known as “scent marketing,” companies use it to target the attention of a consumer’s nose rather than their eyes and ears.

Questions:

How does scent marketing differ from other forms Continue reading →

Branding, Promotions, Advertising, Starbucks, Marketing, Abercrombie & Fitch, Scent Marketing

Chapter 1: Taking Risks and Making Profits, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter B: Technology and New Media, Videos

Coca-Cola Launches Hundreds of New Drink Brands

August 23, 2018

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For more than a century, Coca-Cola’s immense branding power has centered on its signature soft drink. But with many of today’s consumers switching from sugary sodas to healthier options, the company can no longer rely on its namesake beverage like it once did. So in order to keep up with changing tastes, last year Coca-Cola launched more than 500 new drink brands across the globe. “There are products out there in the world that perhaps we wouldn’t have tried a Continue reading →

Branding, Coca-Cola, Marketing, Product Distribution, Global, Food & Drink, India, Product Development

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 15: Distribution

Bayer Risks Its Reputation with Takeover of Monsanto

August 14, 2018

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In June, the German pharmaceutical giant Bayer paid $63 billion to acquire Monsanto, one of the biggest names in agricultural technology. The idea behind the deal was to merge Bayer’s pesticide business with Monsanto’s dominance in genetically modified crops to create the world’s largest seed and agrochemical company. Along with these valuable assets, however, Bayer also acquired a lot of legal baggage. Over the years, Monsanto has faced thousands of lawsuits from consumer and environmental advocates who claim that the Continue reading →

Monsanto, Reputation, Branding, Legal, Marketing, Agriculture, Ethics, Mergers and Acquisitions, Bayer

Chapter 1: Taking Risks and Making Profits, Chapter 3: Globalization, Chapter 4: Ethics and Social Responsibility, Chapter 5: Forms of Business Ownership, Chapter 13: Marketing, Chapter 14: Product and Price, Bonus Chapter A: Business Law

Poke Craze Leads to Trademark Conflicts

August 2, 2018

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If you’ve never heard of poke (pronounced poe-kay) before, then you’re certainly not alone. This Hawaiian dish consisting of marinated sushi served over rice has been popular with eaters in the 50th state since the 1970s. For many people on the U.S. mainland, however, this meal remained a mystery until a few years ago when poke joints began to pop up along the east and west coasts. It has since grown into a nationwide trend: according to Foursquare more than Continue reading →

Ethics, Product Development, Entrepreneurship, Branding, Food, Legal, Hawaii, Fads, Trademarks

Chapter 1: Taking Risks and Making Profits, Chapter 4: Ethics and Social Responsibility, Chapter 6: Entrepreneurship, Chapter 9: Production and Operations Management, Chapter 13: Marketing, Chapter 14: Product and Price, Chapter 16: Place and Promotion, Bonus Chapter A: Business Law