Portfolio 3: Lesson 7 Assignments
Deliverables: 1. From Malcolm Gladwell - Choice, Happiness and Spaghetti Sauce (Video)
a. Explain Howard Moskowitz's statement, "Mustard does not exist on a hierarchy. Mustard exists . . . on a horizontal plain."
b. Explain two examples of horizontal segmentation from products or brands that you know something about.
2. Select a product or service.
3. Create a person-situation segmentation matrix.
a. List three or four different types of person who might use the product (blue cells). Use demographic information to describe the person.
b. Now list three or four usage situations for the product (red cells).
c. The rows are the persons and the columns are the usage situations in the matrix.
d. Look for interesting intersections between person and usage situation.
e. Develop profiles for those interesting intersections (black cells)-there may be empty cells in the matrix. State the core (personal) needs, the personal benefits, and the behaviors.
Lesson 8 Assignments
Introduction: Measuring brand value is a complicated process. Different firms use different methods to measure brand equity. The top 10 brands as reported by Millward Brown are different then the top 100 brands measured by Interbrand because they use different formulas for calculating brand equity.
Deliverables: 1. From your reading and watching "In Brands We Trust," answer the following:
a. What is a brand?
b. What can we brand?
c. Could we brand a country? (You can explain using the example in the video.)
d. What does it mean to say that a brand provides "narration" for a basic product?
e. What do we mean by the term "manufactured sameness"?
f. How do brands add value to a product?
g. What needs can a brand fulfill, and how well can a brand fulfill those needs?
h. What gives a brand power?
i. What would the world be like if products and services did not carry any brand identity?
j. What are your thoughts on the social commentary about brands and the role of brands in free commerce?
k. Are brands corrupting our personal identity? Is this merely "evil" at work?
2. How do Millward Brown and Interbrand measure brand value? See the applications and methodology section on each firm's website: Millward Brown and Interbrand.
a. What is each firm trying to accomplish through their methodology and annual brand ranking?
b. What differences can you detect in their respective methodology?
c. Why would there be a difference?
3. Using either Millward Brown or Interbrand, choose two of your favorite brands of the top 100 brands from 2005 to 2015.
4. How have the brand rankings changed from 2005 to 2015?
5. What do you believe is driving the brand's success, failure, or stagnation?
Lesson 9 Assignments
Deliverables: 1. View the videos on Pike's Place Fish Market. What are they selling?
2. Find another example of a successful firm that combines products and services together to bundle a more complete offering for consumers. Describe why you think the firm is successful.
3. How would you apply the principles discussed by Seth Godin to Pike's Place?
4. Now, let's connect both products and services.
a. What other successful product (though it could be a bundle of both a product and a service) do you think is a "purple cow"?
b. Explain why you think the product is successful.
You Tube Video: Pike Place Fish Market - Seattle, Washington (By Georgia Farm Monitor)