Explore brand management further by watching YouTube videos curated for you by the author.
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This video shows some brand extension failures because companies failed to establish themselves in consumers’ minds.
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A clip from the BBC show Life of Luxury, showing how brands have “extended” into products beyond what they’re well known. For example, Bvlgari moved beyond luxury jewellery into fragrances, hotels and accessories such as watches. However, is this a smart move on the part of brands?
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Wes Wilkes, the global director of InterbrandHealth (a healthcare branding agency) talks about how companies can build a brand architecture for companies. Brand Architecture is the way you tell the marketplace what you have to offer and Wilkes walks viewers through the three questions they should be asking in order to define their brand architecture.
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Michele Slayter answers questions on what co-branding is, gives examples of co-branding and also how companies can apply this to themselves.
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What’s significant about co-branding? Wharton professor Americus Reed II talks about successful examples of co-branding and also why co-branding can help individual brands be more successful.
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The official ad by Dove named Onslaught, demonstrating how often women are subjected to the “perfect” image they should be trying to emulate and the ways the beauty industry decreases self-esteem in women.
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A parody of Dove’s Onslaught ad, this version made by Greenpeace looks at how Dove’s use of palm oil is harming rainforests.
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Another example of the Onslaught parody, this mix of Dove and Axe/Lynx advertising results in an odd, sexualised version of the ad.
Here it might help to run some Axe/Lynx ads of your choice before the next video to lay the context. The Axe/Lynx for her campaign is also a good one for illustrating points of extension.
