Q Projects and Teamwork Exercise 1. Locate an advertisement for a product that illustrates an especially effective brand name, brand mark, packaging, and overall trade dress. Explain to the class why you think this product has a strong brand identity. 2. With a classmate, search a grocery store for a product you think could benefit from updated or new package design. Then sketch out a new package design for the product, iden- tifying and explaining your changes as well as your reasons for the changes. Bring the old package and your new package design to class to share with your classmates. 3. What category of consumer adopter best describes you? Do you follow the same adoption pattern for all products? Or are you an early adopter for some and a laggard for others? Create a graph or chart showing your own consumer adoption pat- terns for different products. 4. Which product labels do you read? Over the next several days, keep a brief record of the labels you check while shopping. Do you read nutritional information when buying food products? Do you check care labels on clothes before you buy them? Do you read the directions or warnings on a product you haven’t used before? Make notes about what influenced your decision to read or not read the product labels. Did you think they provided enough information, too little, or too much? 5. Some brands achieve customer loyalty by retaining an air of exclusivity and privilege, even though that often comes with high price tags. Louis Vuitton, the maker of luxury leather goods, is one such firm. What kind of brand loyalty is this, and how does Vuitton achieve it?