Evolving Brand Strategies Over Time

Evolving Brand Strategies Over Time

Companies often change how the present their products and themselves over time to stay releveant in a changing world.

APA.

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You will be randomly assigned two commercials to watch, an older and a newer commercial on the same product (all products are well-known beverages).  You will need to watch the videos (as often as needed) and then answer the following questions below.  Remember to answer each question with a complete paragraph or two to get full credit for the assignment.  You can also reference the commercials or find additional commercials to support your ideas, claims, or opinions.  Use APA or MLA guidelines when referencing someone else’s work.

Evolving Brand Strategies Over Time

Questions:

1. What are the differences between the old and the new commercials regarding how they are building the brand image theme and messaging?,
2. What aspects of target marketing have changed or are they the same? Why would a company maintain the same target or try to target a new market? ,
3. Identify a product that has also changed over the years and provide an example of a commercial in which the product was advertised differently.

Please note that full explanations should be provided in response to the questions (1 paragraph minimum for each question). The assignment may also include research into the topic or finding another commercial to do a comparative analysis between the commercials. You must provide a reference list for these assignments, including the commercial link.

Evolving Brand Strategies Over Time

Differences in Commercials and Brand Image

Brand Image Theme and Messaging

1. Old Commercials:
   • Traditional Messaging: Older commercials often relied on straightforward, factual messaging. They emphasized product features and benefits with a focus on reliability and trust.
   • Emotional Appeal: Many utilized nostalgia or family-oriented themes, appealing to a sense of tradition and established values.
2. New Commercials:
   • Lifestyle Branding: Recent commercials often focus on lifestyle and aspirational messaging. They depict how the product fits into a modern, often dynamic lifestyle.
   • Diversity and Inclusivity: Newer ads typically feature diverse characters and scenarios, aiming to reflect a broader range of experiences and inclusivity.
   • Social Responsibility: Many brands now emphasize sustainability and social responsibility, aligning their messaging with current social issues.