Marketing Luxury Brands
Learning Objective
I can describe how luxury brands use marketing strategies to appeal to consumers .
Key Concepts
A study at Duke University showed that participants exposed to the Apple logo performed better on creative tasks compared to those exposed to the IBM logo.
Consumers may develop such a strong relationship with a brand that they will defend it against criticism, because they view an attack on the brand as an attack on themselves.
MRI scans of Apple users showed an empathy response in their brains when they heard positive news about Apple, similar to the response they would have for a family member.
Practice Questions
This lesson includes 10 practice questions to reinforce learning.
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1. True or False: According to the video, people always make rational decisions when buying things.
2. Which company's logo was shown to participants in a study about creativity?
3. What did the study in the video suggest about the Apple brand?
...and 7 more questions
Educational Video
How Apple and Nike have branded your brain | Your Brain on Money | Big Think
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