QUIZ 2

BBA-320 BRAND MANAGEMENT (A)

INSTRUCTOR’S NAME: DR. MUHAMMAD ZEESHAN
Q.1. What do you see as the role of the Internet for building brands? How would
you evaluate a Web site for a major brand, e.g., Nike, Sana Safinaz, or Levi’s
(do for anyone brand)? How about one of your favorite brand?

Beside from the many brand-enabling tools available, the Internet is a great way to build a sense of
community with consumers, help others become aware of your brand, and help create positive
energy around it.
Online branding is the leading marketing strategy for every business, be it big or small. Right now,
the owner of any online branding services brand is probably the most sought after business. Reason
being today’s attention of the whole world revolves around one thing “Internet” and the brands
across the globe have realized the importance of cashing in this gold mine of opportunities.
Internet offers a variety of ways to get your brand out to the world, and it can often escalate the
impact of the brand even more than traditional media can, because it gets to the consumer more
rapidly.

Whether they’re on their mobiles, tablets or their computers, the digital environment reaches them
wherever they are, and provides opportunities for far better engagement, because it’s real time
interaction.

Internet helps brands build a community for their consumers, allowing them to share their journey
in a more personal way, thereby humanizing the brand. It is about an experience more than anything
else is. In addition, it can help brands connect with existing & potential consumers.

To get to your consumers then is the first important component. You have to develop social media
presence for your brand, and be connected with your consumers through channels such as
Facebook, Twitter, Instagram, Pinterest, LinkedIn and Google+ where you can open a space for
interaction between consumers & your brand. This can help you understand what you can do better
as a brand, and what works for you target audience.

In the past years, digital business has become more widespread and continuously growing in the
whole world. Because of the cost cutting and coverage, many brands build a website to sell their
products on the Internet. One of the most famous worldwide consumer electronic brand, Apple Inc.
also established an online store which called Apple Store (http://store.apple.com) to sell different
products on the Internet from 1997 (Technical Update, 1997). The website is widely use in buying
the products of Apple Inc. by the customers in worldwide. Therefore, the quality of the website has
to be good enough for to numbers of customers.

I would evaluate my favorite website Apple Inc. Apple Inc. is one of the biggest consumer
electronic and computer brand in the world. It provides many famous hardware products including
the iPhone, the iPod series, the iPad and the Mac hardware products to different types of customers
(Apple Inc. Annual Report, 2010). The brand sells its products in more than 300 retail stores in
various countries from 2010 (Spence, 2010). Other than the website and the retail store, Apple Inc.
sells its products by wholesalers, retailers from other brand, direct sales force, third-party cellular
network carriers, and value added resellers at the same time (Apple Inc. Annual Report, 2010 ).

Apple Store is a website provides various services to customers, which are products description,
software download, products selling and after sales services.

Novelty
Apple.com provides a feature that the customers can order the products in multiple configurations.
They can customize what they buy on the website. For example, when a customer orders a
MacBook Pro, he can choose the processor, memory, graphics card, hard drive he like. This feature
is a novelty in the online store market when it was first revealed. It creates value by eliminating
inefficiencies in buying process for the customers. Because the customers can chose the product
configurations according to their personal needs. Therefore, it is easier for them to purchase on the
Internet.

Q.2. Identifying three brands that have appeared in movies and/or television
shows. Discuss why the particular movies or shows were chosen and what the
likely effect of the placement was on consumers.
Promoting the brand's products in the movies or television shows is known as product placement.
There are many movies and television shows in which big brands paid the movie-maker or show-
maker or channels to advertise their products in their movies or shows. Products placed into movies
can be a lot more successful for brands than traditional ads, like television ads. It is easier to sell a
viewer on the value of a product if they are emotionally connected in the movie in which it is
presented, rather than a viewer who is watching an ad totally out of context. Moreover, it is far too
easy to skip ads and zone out during ads nowadays, anyway.
Following are some classic examples of product placement in movies and shows:

1-Heineken in Skyfall (2012)

There has always been a smorgasbord of product placement in James Bond movies, from remote-
controlled BMWs and Omega watches to elaborate vacation destinations. However, Heineken tops
the list: Their U.S. division paid a reported $45m for a product placement in the 2012 film Skyfall.
In addition, for fans of the series that are used to hearing the character order his signature drink --
martini in-movie placement was obvious. It was very shocking to hear Bond turn down his
signature drink for a bottle of Heineken.
The deal also included a 30-second commercial starring Daniel Craig as James Bond and a branded
web game featuring Craig and his female co-star, Bérénice Marlohe.
2- BMW Mini Cooper in The Italian Job (2003)
The real star of The Italian Job is not a person but a car," explained film critic Stephanie Zacharek
in her review of the 2003 film, The Italian Job.
The car chase scene that would become famous featured three BMW Mini Coopers in three
different colors. The original 1969 film featured an old model of Mini Cooper, so when the film's
producers asked BMW if they could use the newer model for the remake, they agreed -- and
provided more than 30 cars for use in the film. In addition, it worked: BMW saw a 22% increase in
sales in the year the film was released over the previous year.

3- Ray-Ban in Risky Business (1983)

Given the Ray-Ban Wayfarer's popularity over the past several decades, it is hard to believe the
sunglasses manufacturer considered canceling the line at one time. Their survival -- and huge
popularity -- is thanks to the 1983 film Risky Business, for which the brand attributes the sale of
over 360,000 pairs of Wayfarers.
Three years later, the producers of another Tom Cruise movie collaborated with Ray-Ban, this time
their Aviator line for 1986's Top Gun. Because of the movie, sales of aviator sunglasses grew by
40%.

The likely effects of the placement on consumers are Emotional connection with their role models,
story of movies and show by using such brand's products in real life. Rayban glasses, mini cooper
etc. like the one product are used by consumers because they were placed in movies and shows and
used by actors and celebrities. These product placements somehow makes an emotional and
psychological connection between the product in the movie and consumer. The product placement
helps the consumer to choose their products as per their interest also it helps the brand to increase
their sales just like described in above examples.