Why did Coca-Cola change its image after World War II? How did Oprah Winfrey become a marketable commodity? Are shoppers hapless victims of advertising, or do consumers themselves influence a company's merchandising decisions? This program shows how businesses combine an idea with a logo to create the "product personality" called a brand. Specific components of successful brands, the messages they convey, and the challenges that even a well-known enterprise such as Apple may face in defending its brand are all explored. Expert insights from the director of global marketing firm FutureBrand along with person-on-the-street interviews shed additional light on how and why brands entice consumers to buy.

Encoded with permission for digital streaming by Infobase on Sept. 11, 2010. Learn360 is distributed by Infobase for Films for the Humanities & Sciences, Cambridge Educational, Meridian Education, and Shopware.

What Is a Brand? (5:45) -- Power of a Brand (4:33) -- What Makes Up a Brand? (5:55) -- Brand Evolution (5:02) -- Brand Influence (5:07) -- Credits: Understanding Brands (0:40).