Key Aspects of Simon School Brand
QUESTION 1
Briefly describe what you believe are the key aspects of Simon School brand. Given this brand description, discuss one action that the school takes that helps build/maintain the brand. Discuss one action that the school takes that hurts the brand. Discuss a potential marketing activity that would help build the brand. Actions related to increasing awareness only cannot be discussed.
QUESTION 2
For a brand of your choice, briefly describe what you believe the brand is and answer two (2) of the following questions:
- Does the brand’s spokesperson build the brand?
- Does the brand’s packaging build the brand?
- Does the brand’s logo build the brand?
- Does the brand’s slogan build the brand?
QUESTION 3
Ashton Kutcher has taken a job as a product engineer/spokesperson for Lenovo (the attached article provides a few scanty details). Discuss the potential pros and cons to Lenovo of aligning its brand with Mr. Kutcher.
Article:
Meet Lenovo’s newest product engineer: Ashton Kutcher
October 30, 2013, 9:39 AM
Getty Images
Ashton Kutcher at the Yoga tablet launch in L.A.
First he played a tech guru. Now he’s ready to try it out in real life.
Ashton Kutcher, star of Hollywood biopic “Steve Jobs”, has signed up as a product engineer at Lenovo /quotes/zigman/21902/realtimeHK: 992 /quotes/zigman/346332/delayed/quotes/nls/lnvgyLNVGY to “develop and market” its new line of Yoga tablets.
Kutcher — a would-be biochemical engineer, let’s not forget — will help the Chinese PC maker “break new ground” with his “input and decision-making into design, specifications, software and usage”, Lenovo said on Tuesday.
First up for the “Two and a Half Men” star, though, was a role onstage demoing the Yoga at its Los Angeles launch, with his Lenovo company badge proudly on show. He’s also done a video promo for the tablet.
Note that hiring a celeb is a tried-and-tested move in the tech world: Think Will.i.am at Intel, Alicia Keys at BlackBerry (yeah, that really worked) and Lady Gaga at Polaroid. All enlisted for “creative” roles — and probably in hopes some of their glamour will rub off on product lines.
But it’s clear Kutcher is aware of the brickbats that might be coming his way.
“I’m an actual product engineer,” he told Wired. “I know that’s hard for people to understand because so many of these [celebrity endorsements] have been vanity products. I actually am less interested in the color of the phone or tablet than in how it works.”
Kutcher does have a track record in tech. He’s an investor in a bunch of online service providers — Airbnb, Foursquare and Spotify, among others — and is behind Thorn, a foundation that uses digital tools to combat the sexual exploitation of children.
With that kind of resume, he may well be able to give Lenovo some tips.
– Karen Friar
