Branding Decisions
Elle MacPherson: Super Business Model – FH 1067
In a celebrity-obsessed culture, Australia’s Elle MacPherson stands out. Known as “The Body” from her modeling days, she is also known as a dynamic business executive with keen insight into branding on a global scale. Tracks Macpherson’s career as an entrepreneur,
from the enduring success of her mid- market Intimates lingerie line, to her expansion into skincare products, to the launch of her upscale Boudoir
lingerie line. Her early successes at licensing her name and likeness to lingerie retailer Bendon and her later work as executive director of surf apparel company Hot Tuna are also examined. 2007 ed. 29 min. DVD . . . . . . .$110
Cola Wars: Message in a Bottle – FH 930
Examines how brand identity is influenced by consumer perceptions through the struggle between Coca-Cola and rivals Qibla Cola and Mecca Cola for market share in Muslim locales. Qibla’s Zafer Iqbal and Mecca’s Tawfiq Mathlouthi tell the story of two opportunistic, politically correct David’s taking on a marketplace Goliath while Coke executives share their plan for defense against an unprecedented commercial threat. 2004 ed. 50 min. DVD. $120
Coke’s Water Bomb: The Dasani Fiasco – FH 933
On a British sitcom, two characters bottle tap water and sold it as Peckham Spring Water. More recently, Coca-Cola launched its purified water lifestyle drink, Dasani, in the U.K. The connection was not overlooked. This program tracks Dasani’s progressive PR
nightmare in Britain – first as newspapers screamed “Coke Sells Tap Water for 95p,” and then as Coca-Cola recalled 500,000 bottles due to potentially carcinogenic contamination at their factory. It also considers
an even larger problem as worldwide Coke sales continue to flatten. Without Dasani, Coke has no bottled water product for the lucrative
European market. 2004 ed. 29 min.DVD. . . .$120
Get Cartier: Defending a Crown – FH 936
As a market leader in high-end jewelry, Cartier has long defended its turf against the likes of Tiffany and Bulgari. But recently, luxury goods label, Louis Vuitton, launched its own line of fine jewelry—a move interpreted as a direct
attack on the king of jewelers. Business journalist, Virginia Eastman, gains unprecedented access to exclusive Cartier parties and PR
events to observe the company’s strategy for retaining its dominant position as jeweler to royalty, celebrities, and the wealthy.
2004 ed. 30 min. DVD. . . . . . . . .. . . . . . .$120
Name Brand Counterfeiting: A Global Economic Crisis – FH 944
Cheap look-alikes are flooding the world’s markets, depriving legitimate manufacturers of hundreds of billions of dollars. This eye-opening expose’ follows the anti-counterfeit investigators of Cartier and BIC from their headquarters to New York, Nigeria and China
as they hurry to trace and stop the flow of illegal goods at the source. But, carrying out raids against the vendors, Internet merchants, and
wholesalers require time, which is not on their side. Every day, inferior fakes are siphoning off sales while tarnishing their products’
quality reputations. 2002 ed. 53 min.DVD. . . . . . . . . . . . . . . . . . . . . . .$180
In Brands we Trust – FH 942
After ”OK,” “Coke” is the most widespread word in the world. How did branding evolve into a global force that packages lifestyles, commodities personal values, and represents cultural institutions? Anti-corporate crusader, Naomi Klein, astutely addresses the concept of branding; its history, its impact on youth, key visionaries, and the convergence of
brands and culture. The growing backlash against branding is discussed: Coke, Nike, Channel, Apple, and Benetton are spotlighted. 2002 ed. 52 min.
DVD. . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . .$180
Graphic Design: What’s in a Logo? – FH 852
Graphic designers with the consulting firm, Navy Blue, must produce a new corporate identity for Digital Animations Group. Their task is to create a logo that captures the company’s spirit and works across different formats such as on paper, signs, windows, and Web pages. Follows the entire process from sitting down with the client to determine the mission, to brainstorming and pitching proposals, to unveiling the finished product. 15 min. DVD. .$90
No Logo: Brands, Globalization & Resistance – MEF 773
Naomi Klein explores why some of the world’s best- known brands have become targets of anti-corporate campaigns. Taking aim at the growing economic and cultural reach of multinational corporations, Klein argues that the costs of
globalization have been the disappearance of public space, consumer choice, and stable, meaningful work. (No preview) 2003 ed. 40 min. DVD UNIVERSITY $290 DVD
HIGH SCHOOL $175
A Marketing Strategy: Energizing the Brand – EJD 670
To avoid the constant price competition associated with widely distributed manufacturer brands, many retail chains have developed their own private label. Although successful, many of these retailers never really “energized” their private labels to maximize their profit potential. Simon Graj discusses how his consulting firm has helped such chains as Sears, Carter’s and Saks 5th Avenue revitalize their businesses with a marketing strategy of energizing existing brands and developing new private labels. 2002 ed., 20 min.
DVD. . . . .. .$160
Brand Marketing: Why We Eat, Drink & Wear Brand Names – LS 566
Discusses why branding is an essential component of consumer purchasing decisions. Many examples across a broad array of consumer products. A high- energy, exciting video. 2000 ed. 20
min. DVD. . . . . . . . . . . . . . . . . . . . . . . . . . .$120
Brand Management: Building an Image & Building Customer
Loyalty – CTC 596
Focuses on the challenging issue of brand management. Explores how marketers go about creating a brand image and looks at the strategies they employ to build customer loyalty to a brand. 1999 ed. 60 min. DVD. . . . . . . . . . . . . . . . . . . . . . . .$160
A Retailing Strategy: The Store is the Brand - EJD 527 Traditionally, retailers have carried a plethora of merchandise from many different retailers. However, today, some retailers only carry their own brand. The name on the marquee and the merchandise are one and the same. Popular examples include The Gap, Banana Republic and Benetton. Video visits the flagship Benetton New York store and the factory in Italy. 1999 ed. 20 min.DVD. . . . . . . . . . . . . . . . . . . . . . . . .$160
Orders will be serviced by DEV in U.S.A. Enquiries to Steve Say - filmo@filmo.com