Why do you choose to use this brand rather than a less expensive or more expensive alternative?

Choosing a Brand

Think of a brand that you are particularly fond of and answer the following:

• Why do you choose to use this brand rather than a less expensive or more expensive alternative?  
• Do you have a historical connection to this brand? Describe how it happened.
• Do you have an emotional connection to this brand or others? Describe your emotional connection.
• Let’s assume that tomorrow your brand is taken off the market.  How would you feel?  And what brand would you substitute in its place?

Brand Strategy

After reading the textbook sections on branding and the class notes, research the brand strategy of a product or product line typically costing over $100 (clothing, technology, shoes, furniture, autos, etc.)  For example, an article about the J Crew brand strategy can be found here. You will be able to find brand strategy articles for other products / companies on the web.

Answer the following:

• Describe the brand – name, logo, color selections
• Is the brand used consistently on web, media, and print materials?
• What recommendations might you have for the company to further solidify its brand?