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BRANDS: A Marketing Game


BRANDS: A Marketing Game

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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... More
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Material Type: Simulation
Date Added to MERLOT: November 11, 2000
Date Modified in MERLOT: December 05, 2011
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Primary Audience: College General Ed
Mobile Compatibility: Not specified at this time
Technical Requirements: Runs on MS-DOS operating systems. The author suggests hard disk space requirements would be 2.0 Mb + (0.7 Mb x firms) and a machine with at least 500K of RAM after loading operating system, device drivers, etc.
Language: English
Material Version: Most current version available via instructors' web site availab
Cost Involved: no
Source Code Available: no
Accessibility Information Available: no
Creative Commons: unsure
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Discussion for BRANDS: A Marketing Game

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Avatar for Thomas Kanick
15 years ago

Thomas Kanick (Faculty)

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.

Avatar for Katrina Zalatan
16 years ago

Katrina Zalatan (Faculty)

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.