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Branding Decisions

Branding Decisions


AMERICAN ORIGINALS: BUDWEISER

Tapping into the world of American beer, this program offers an in-depth case study of the industry leader, Anheuser-Busch. With unprecedented access to the company's inner workings, the program depicts the history of Anheuser-Busch - including how it survived the Prohibition era - while illustrating the birth of the Budweiser brand and its eventual dominance of the U.S. beer market. Also discussed: the loss of market share to microbreweries, imports, and alternative beverages; the company's use of TV ads, from the 1950s to sophisticated Super Bowl spots; and Anheuser-Busch's takeover by Belgian brewer InBev. High-level Anheuser-Busch personnel and correspondents from major business publications add commentary.

Note: Only available in the US and Canada.

Item no.: JB02303394
Format: DVD
Duration: 43 minutes
Audience:
Copyright: 2009
StdBkNo.: 9781616164584
Price: USD 170.00

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COLA CONQUEST I - COCA-COLA: A CLASSIC MARKETING STORY

Coca-Cola began life more than a century ago as a "brain tonic" aimed at businessmen. Now it's the most recognised brand name on earth. How did this happen? With examples of classic adverts, on both print and film, this award-winning US film explores the marketing techniques which lie behind Coke's historic success.

HISTORY: The Coca-Cola story begins in the deep south of America at the end of the nineteenth century. Coke is invented as an exotic cure-all by a man trying to kick his addiction to morphine.

THE BIRTH OF MODERN ADVERTISING: But the secret of the new drink's success lie in its marketing. Revolutionary mass advertising techniques are used to sell it as a refreshing drink for everyone.

IMAGES OF WOMEN: Images of Coke appear everywhere. Coca-Cola spends an unheard of 20% of its revenue on advertising. Women become vital to Coke both in its advertising and as a market. A bottle with a distinctive design becomes a vital asset in its marketing effort.

SANTA CLAUS: Coke resists accusations that it's taregeting kids, but cleverly uses young people in its adverts. The image of the Santa Claus of today owes much to early Coke advertising.

BATTLE OF THE BRANDS: Integral to the Coke story is its long-running battle with Pepsi. A wealth of marketing and advertising imagination is employed on both sides. Coke is the "real thing", but drinking Pepsi makes you part of the "Pepsi generation" - as promoted by superstar singer Michael Jackson.

A NEW RELIGION: Market researchers examine the responses of people to Pepsi and Coke, trying to work out why we choose one over the other -- even though there's almost no difference in the taste. And what about their social impact? Is Coke part of a new, fantasy-driven, consumerist religion in which what we buy defines who we are?

MORE THAN WORDS: In the twenty-first century Coke faces new challenges - to produce healthier, less fattening products and become more environmentally friendly. The company claims to have made big efforts to clean up its act - but is this more than fine words and PR?

Item no.: YA00110136
Format: DVD (With Publication)
Duration: 40 minutes
Audience:
Copyright: 2008
StdBkNo.:
Price: GBP 145.00

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BRAND MANAGEMENT: FEATURING CHASE

In 2004, JP Morgan Chase merged with Bank One to become the second largest bank in the United States. Before the merger, both companies were major banks with tens of thousands of employees and hundreds of thousands of customers. The combined company was faced with the challenge of creating a new cohesive brand which would satisfy current customers while drawing in new ones.

Item no.: FH08012210
Format: DVD
Duration: 7 minutes 48 seconds
Audience: High School through Adult
Copyright: 2007
StdBkNo.:
Price: USD 112.00

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BRANDING: FEATURING NEWMAN'S OWN ORGANICS

Newman's Own Organics is a small company with a big brand. In 1993, Newman's Own Organics was started as a division of the already-established company, Newman's Own. Newman's Own is a successful brand of packaged foods founded by the late veteran actor and philanthropist, Paul Newman. Although the success of its parent brand gave them a fast start in the market, the quality of Newman's Own Organics products and the service they offer to retailers and customers, keeps fans coming back.

Item no.: FP08012211
Format: DVD
Duration: 6 minutes
Audience: High School through Adult
Copyright: 2007
StdBkNo.:
Price: USD 112.00

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ELLE MACPHERSON: SUPER BUSINESS MODEL

In a celebrity -obsessed culture, Elle Macpherson stands out. Known as "The Body" from her modeling days, she is also known as a dynamic business executive with keen insight into branding on a global scale. This program tracks Macpherson's career as an entrepreneur, from the enduring success of her mid -market Intimates lingerie line, to her expansion into skincare products, to the launch of her upscale Boudoir lingerie line. Her early successes at licensing her name and likeness to lingerie retailer Bendon and her later behind -the -scenes work as executive director of surf apparel company Hot Tuna are also examined. This is a story of one of Australia's great brand -builders - and she's ready to take on the world.

Note: Only available in the US and Canada

Item no.: TU00272631
Format: DVD
Duration: 29 minutes
Audience:
Copyright: 2007
StdBkNo.: 9781421387741
Price: USD 100.00

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LAST CALL FOR GUINNESS? A FAMOUS BRAND ADAPTS TO THE 21ST CENTURY

With 250 years of history behind it, Guinness is one of Britain's best -loved brands - yet sales of the famous black stout have fallen year after year. This program analyzes the Guinness strategy for survival in today's market, one currently dominated by lighter, sweeter drinks. Examining the company's latest offering, Guinness Red, and the ambitious and hugely expensive advertising campaign created to promote it, the program features interviews with Philip Almond, marketing director for Guiness GB; Julian Spooner, the company's former marketing director; and advertising guru Peter York. TV spots from Guinness ad campaigns are included in this informative marketing case study.

Note: Only available in the US and Canada

Item no.: EL00270318
Format: DVD
Duration: 28 minutes
Audience:
Copyright: 2007
StdBkNo.: 9781604673753
Price: USD 100.00

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PRODUCT STRATEGIES: FEATURING WILD OATS MARKET

Based in Boulder, Colorado, Wild Oats Market sells natural and organic food, dietary supplements and environmentally friendly household and body care products. Starting in 1987 with a single store, the company now operates more than 110 stores in 24 states. In 2003, Wild Oats Markets started selling products under the Wild Oats brand. Developing a private label is a natural step for many retailers. To differentiate their brand, Wild Oats concentrates on quality rather than price.

Item no.: ZM08012291
Format: DVD
Duration: 7 minutes 48 seconds
Audience: High School through Adult
Copyright: 2007
StdBkNo.:
Price: USD 112.00

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CASE STUDIES FROM THE MULTINATIONAL MARKETPLACE - COKE'S WATER BOMB: THE DASANI FIASCO

On a British sitcom, two characters bottled tap water and sold it as Peckham Spring Water. More recently, Coca-Cola launched its purified-water lifestyle drink, Dasani, in the U.K. The connection was not overlooked. This program tracks Dasani's progressive PR nightmare in Britain - first as newspapers screamed "Coke Sells Tap Water for 95p," and then as Coca-Cola recalled 500,000 bottles due to potentially carcinogenic contamination at their factory. It also considers an even larger problem as worldwide Coke sales continue to flatten: without Dasani, the soft drink giant has no bottled water product for the lucrative European market.

Note: Only available in the US.

Review
  • Highly recommended by Educational Media Reviews Online.

    Item no.: WB02453429
    Format: DVD
    Duration: 29 minutes
    Audience:
    Copyright: 2004
    StdBkNo.: 9781421319773
    Price: USD 100.00

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    CASE STUDIES FROM THE MULTINATIONAL MARKETPLACE - GET CARTIER! DEFENDING A CROWN

    As a market leader in high-end jewelry, Cartier has long defended its turf against the likes of Tiffany and Bulgari. But recently, luxury goods label Louis Vuitton launched its own line of fine jewelry - a move interpreted as a direct attack on the king of jewelers. In this program, award-winning business journalist Virginia Eastman gains unprecedented access to super-exclusive Cartier parties and PR events to observe the company's strategy for retaining its dominant position as jeweler to royalty, celebrities, and the seriously wealthy.

    Note: Only available in the US.

    Review
  • Recommended by Educational Media Reviews Online.

    Item no.: BG02303431
    Format: DVD
    Duration: 30 minutes
    Audience:
    Copyright: 2004
    StdBkNo.: 9781421319735
    Price: USD 100.00

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    COLA WARS: MESSAGE IN A BOTTLE

    This program examines how brand identity is influenced by consumer perceptions through the struggle between Coca-Cola, icon of American culture, and rivals Qibla Cola and Mecca Cola for market share in Muslim locales. Qibla's Zafer Iqbal and Mecca's Tawfiq Mathlouthi tell the story of two opportunistic, politically correct Davids taking on a marketplace Goliath - and each other - while Coke executives share their plan for defense against a commercial threat that is as serious as it is unprecedented.

    Note: Only available in the US.

    Review
  • "An absorbing and timely documentary." - The Observer (London)

    Item no.: HW00273433
    Format: DVD
    Duration: 51 minutes
    Audience:
    Copyright: 2004
    StdBkNo.: 9780736599962
    Price: USD 100.00

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    NO LOGO: BRANDS, GLOBALIZATION & RESISTANCE

    Featuring NAOMI KLEIN

    Naomi Klein, acclaimed journalist and author of the best-selling book No Logo, examines the rise of international branding and the grassroots anti-corporate campaigns it has inspired. She asks viewers to consider the costs of globalization, including the disappearance of public space, consumer choice, and stable, meaningful work.

    Review
  • "Not only inspires critical reflection ... but prompts us to get up and fight for the kind of society that would truly be worth living in." - IMRE SZEMAN - Director, Institute on Globalization & the Human Condition

    Item no.: GR01060034
    Format: DVD (With English, Spanish, French Subtitles)
    Duration: 40 minutes
    Audience:
    Copyright: 2003
    StdBkNo.:
    Price: USD 250.00

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    DESIGN SOLUTIONS - GRAPHIC DESIGN: WHAT'S IN A LOGO?

    Graphic designers with the consulting firm Navy Blue must produce a new corporate identity for Digital Animations Group, a Scottish company on the cutting edge of 3-D technology. Their task is to create a logo that captures the company's spirit and works across different formats, such as on paper, signs, windows, and Web pages. This program follows the entire process, from sitting down with the client to determine the mission, to brainstorming and pitching proposals, to unveiling the finished product.

    Note: Only available in the US and Canada.

    Item no.: DD02303400
    Format: DVD
    Duration: 15 minutes
    Audience:
    Copyright: 2002
    StdBkNo.: 9780736588904
    Price: USD 50.00

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    IN BRANDS WE TRUST

    After "OK," "Coca-Cola" is the most widespread word in the world. How did branding evolve into a global shadow force that packages lifestyles, commodifies personal values, and stands in for cornerstone cultural institutions? In this provocative program, Saatchi & Saatchi Worldwide's Kevin Roberts, Chanel's Jacques Helleu, anti-corporate crusader Naomi Klein, and others astutely address the concept of branding, its history, its impact on youth, key visionaries, and the convergence of brands and culture. A significant backlash against branding is also discussed. Coke, Nike, Chanel, Apple, and Benetton are spotlighted, and many other brands are touched on.

    Note: Only available in the US.

    Item no.: LH02453410
    Format: DVD
    Duration: 52 minutes
    Audience:
    Copyright: 2002
    StdBkNo.: 9780736581417
    Price: USD 170.00

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    MARKETING STRATEGY, A: ENERGIZING THE BRAND

    To avoid the constant price competition associated with widely distributed manufacturer brands, many retail chains have developed their own private label. Although successful, many of these retailers never really "energized" their private labels to maximize their profit potential. Simon Graj discusses how his consulting firm has helped such chains as Sears, Carter's and Saks 5th Avenue revitalize their businesses with a marketing strategy of energizing existing brands and developing new private labels.

    Item no.: LF02200379
    Format: DVD
    Duration: 20 minutes
    Audience:
    Copyright: 2002
    StdBkNo.:
    Price: USD 192.00

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    NAME BRAND COUNTERFEITING: A GLOBAL ECONOMIC CRISIS

    Cheap lookalikes of popular goods are flooding the world's markets, depriving legitimate manufacturers of hundreds of billions of dollars each year. This eye-opening expose follows the anti-counterfeit investigators of Cartier and BIC from their headquarters to New York and Nigeria and then on to China as they hurry to trace and stop the flow of illegal goods at the source. But bringing injunctions and carrying out raids against the many vendors, Internet merchants, and wholesalers require time, which is not on their side. Every day, inferior fakes are siphoning off sales while tarnishing their products' reputations for high quality.

    Note: Only available in the US and Canada.

    Item no.: TL02303415
    Format: DVD
    Duration: 53 minutes
    Audience:
    Copyright: 2002
    StdBkNo.: 9780736587198
    Price: USD 170.00

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    RETAILING STRATEGY, A: THE STORE IS THE BRAND

    Traditionally, retailers have carried a plethora of merchandise from many different retailers. However, today, some retailers only carry their own brand. The name on the marquee and the merchandise are one and the same. Popular examples include The Gap, Banana Republic and Benetton. DVD visits the flagship Benetton New York store and the factory in Italy.

    Item no.: CH02490469
    Format: DVD
    Duration: 20 minutes
    Audience:
    Copyright: 1999
    StdBkNo.:
    Price: USD 192.00

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