In advance of our Thursday session this week, please do the following:
- read and sign the Teilleistung consent form (uploaded to Ilias) after reading the First Teilleistung description and the Second Teilleistung description and submit the signed consent form to me either via email or in person in class by April 11th. Do NOT place this form in my letterbox at the Institute.
- read the file "brands and branding" and complete the accompanying exercises (28.1, 28.2, and 28.3)
- create your own brand/product positioning map (see section B on the "brands and branding" sheet for assistance). Remember that brand/product positioning maps require two variables, one of them being price. Be ready to present and discuss this map in small groups on Thursday.
- read the Economist article "Why mission statements matter" and jot down two reasons why the author mentions that "investors can learn a lot from the way that companies describe their goals". In addition to this, look up at least two words/phrases from the article that are new to you.
- watch the following short video and identify 1) how Burger King rebranded and 2) why this has caught the attention of advertisers: Burger King goes retro with its rebrand, and General Motors misses the mark on its new logo - YouTube
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