b2bmarketing

Required Reading

Anonymous (2012). CASE STUDY: MatsSoft overcame rebrand challenges to strengthen sales to new clients. b2bmarketing.net (July 17). Available 11/27/12 through

http://www.b2bmarketing.net/knowledgebank/demand-generation/case-studies/case-study-matssoft-overcame-rebrand-challenges-strengt

Anonymous (n.d). Apple’s Branding Strategy. marketingminds.com.au. Available 11/27/12 through http://www.marketingminds.com.au/branding/apple_branding_strategy.html

Case Study

Review this article on brand personality:

Fournier, S. (1998). Consumers and their brands: Developing relationship theory in consumer research. Journal of Consumer Research. 24:4(March):343-72. Available 5/5/12 through ProQuest database.

1.         How do consumers relate to this brand?

2.         Do they feel loyal?

3.         What emotions are involved?