Explore brand management further by watching YouTube videos curated for you by the author.

• A short video on how customer journey mapping can help product and service design.

• Living the brand: a trailer for a film made by author Nicolas Ind. Ind talks about how companies use branding to build an image and an identity.

• Robert Heath, along with a panel of experts, discusses how advertising works and how ads are consumed. He also talks about how ads are designed to lead to desirable reactions from the consumer.

• A short ad for 42 Below vodka which advertises itself as “gay vodka”.

• Another short ad for the 2006 Hero Party, sponsored by 42 Below Vodka.

• Volvo’s ad for car safety.

• Another Volvo ad demonstrating how the car can appeal to the average parent. Also known as the “Bloody Volvo Driver” ad.

• An ad for the Volvo, with the use of the Twilight saga movie New Moon for product placement.

• This short video shows how Harley Davidson built its brand around its brand community and the image of freedom.

• This Harley Davidson ad from 2012 continued to build on their focus on the brand community.

• Disha Kanchan provides some examples of experiential marketing such as the Smart Car tennis game, the angry birds physical set up in partnership with T mobile and the James Bond 007 challenge sponsored by Coca Cola. Watch how companies use innovative methods to get consumers to engage with their brand.