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BRANDS: A Marketing Game

BRANDS: A Marketing Game

BRANDS is a multi-brand, multi-market, computer-based marketing simulation. Students make decisions as Product or Brand Managers within a global firm that markets fictitious "vaporware" products. The instructor administrates BRANDS? industries (2 to 9 firms per) using free software that runs on MS-DOS IBM compatible personal computers. Instructors can run multiple industries at the same time. Each firm can market up to two fictitious products ("vaporware") in up to four different geographic regions (Europe, Latin America, Pacific, and USA). Firms make an impressive number of marketing decisions including product placement, product configuration, pricing, advertising spending and media content, promotion spending, sales force, research and development expenditures, and demand forecasts.... Show More


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Thomas Kanick
Thomas Kanick (Faculty)
17 years ago
I have used the BRANDS simulation for several years in a Marketing Seminar
course and recommend it without reservation. It is simply the most accurate
simulation of the marketing world I have ever seen.

Technical Remarks:

Be sure to have a good tech assistant to run the simulation for you. Input and
running the sim is time consuming.
Katrina Zalatan
Katrina Zalatan (Faculty)
17 years ago
Since 1996, we have used BRANDS? as the foundation of an experiential marketing
course in our undergraduate management program. BRANDS? is an exciting
simulation that engages students in a surprisingly "real world" experience. It
is also robust enough to be used in multiple sections, year after year.
Instructors can vary many simulation variables to make each administration a
unique challenge. Dr. Chapman also provides excellent support including student
and instructor web sites. He is also available via e-mail and phone, and we
have been delighted with his quick and friendly responses.

Technical Remarks:

Since output each "quarter" can be voluminous, we'd strongly recommend use of a
laser printer to print student and instructor reports.