14 Jan Now that you are an expert

MBA5861 New Product Marketing

Unit 1 Discussion

As companies introduce new products, they look to increase the brand awareness and ultimately the brand equity of that new product. What is your favorite brand? From a consumer standpoint, what are they doing right?

MBA5861 New Product Marketing

Unit 2 Discussion

In this unit we discussed the six criteria of brand elements: memorability, meaningfulness, likability, transferability, adaptability, and protectability. Pick a brand (preferably one not already discussed by a fellow student), and identify all the brand elements that this brand uses to contribute to its brand equity.

MBA5861 New Product Marketing

Unit 3 Discussion

Review “Branding Brief 7-3: Ingredient Branding the DuPont Way” on page 248 of your textbook. As stated in the brief, DuPont has introduced a host of new products over the years with varied levels of success. Discuss what a marketer might learn from DuPont’s situation. Think about how innovation and new product development helped move them through several challenges.

MBA5861 New Product Marketing

Unit 4 Discussion

Review “The Science of Branding 8-2: Maximizing Internal Branding” on page 282 of your textbook. Nordstrom utilizes branding to create a more positive work environment leading to a brand-driven organization. Discuss another organization that does this well. Conversely, discuss an organization that does not do this well. How is this affecting their overall brand perception?

MBA5861 New Product Marketing

Unit 5 Discussion

Chapter 2 discussed brand personalities, with brands almost taking on human-like characteristics. In Chapter 9, Jennifer Aaker discusses her brand personality scale (pages 306-307), which includes sincerity, excitement, competence, sophistication, and ruggedness. Select a product category, and profile the leading brand personalities in that category using Aaker’s scale. In the interest of diversity, select a category that has not already been discussed by fellow students.

MBA5861 New Product Marketing

Unit 6 Discussion

Review the Branding Brief 11-2 on page 373 of your textbook. Discuss the challenges and opportunities faced by Netflix, Blockbuster, and other competing companies within this industry. Reflect upon where you believe this industry is going.

MBA5861 New Product Marketing

Unit 7 Discussion

Now that you are an expert on your company brand, bring your learning from your brand audit into the discussion forum. As you introduce your brand, reflect upon areas in which your brand is effective and other areas in which your brand is not so effective. This might also tie into your competitive analysis. What were some of your strategic and tactical recommendations?

MBA5861 New Product Marketing

Unit 8 Discussion

As we are finishing this course, please reflect upon how you might use the concepts learned during this course both professionally and personally.

Please include the name of the person or question to which you are replying in the subject line. For example, “Tom’s response to Susan’s comment.”