1. How do Brands Work ?

2. How do brands work ? The car industry Cases Read articles The rôle of marque, How people buy, Revving up Auto Industry Read articles The rôle of marque, How people buy, Revving up Auto Industry Identify how, when, why, Brand/marque influences the decision-making process & choice in the different segments/clusters Identify how, when, why, Brand/marque influences the decision-making process & choice in the different segments/clusters Sort rational and emotional influences Sort rational and emotional influences Apply to your (a) brand Apply to your (a) brand Prepare presentation Prepare presentation – 10 slides maximum

3. How do brands work ? Suggestions for the case study Make it short – but comprehensive - on the case. Go to the MOST IMPORTANT. Interpret/adapt to your (or a) Brand. Don’t forget clusters/segments. Try to situate how brands get into the decision making process in your brands’ activity(ies). Hierarchise the brands « influence » weight compared to other criteria. Think of how soon people compare brands.