Understanding Brands

Summary: Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company's merchandising decisions? This program shows how businesses combine an idea with a logo to create the "product personality" called a brand. Specific components of successful brands, the messages they convey, and the challenges that even a well-known enterprise such as Apple may face in defending its brand are all explored. Expert insights from the director of global marketing firm FutureBrand along with person-on-the-street interviews shed additional light on how and why brands entice consumers to buy.