Once you have watched the short film, answer the following eight questions.

1.) Which types of brands are included in Logorama? Which brands were noticeably
absent from Logorama? Why were you surprised not to see these brands?

2.) Why do you think the film’s directors chose to include the brands they did in the
movie? Choose three brands featured in the film and analyze what messages they
carried or helped convey in the plot through their brand meaning.

3.) The film’s producer claimed, “I’m the producer of the film, so I have to thank the
3,000 non-official sponsors that appear in the film. And I have to assure them that no
logos were harmed in the making of the project.” Was he correct? Did the film build or
destroy brand equity for the included brands? Why?

4.) How exactly did the film’s directors parody different brands? How harmful are these
parodies overall to the brands’ image?

5.) Analyze the Ronald McDonald character that you saw in the film and its effect on
the McDonald’s brand equity. If you were the brand manager for McDonald’s, how
would you respond to Logorama? Would you a.) sue the producers for violation of your
trademark, b.) ignore it, or c.) pursue a path somewhere in between? Why?

6.) A brand manager from Cash Converter, a brand featured in the film sent this email
to Logorama’s directors, “Thank you, I just saw our logotype in some pictures [from
the film] and we appreciate you used the logotype in the middle of all the big brands.
It matches perfectly with our strategy that you put Cash Converter on the main street,
in the heart of the city, thank you so much!”. How has Logorama increased the brand
equity of Cash Converter?

7.) Given the guidelines for branding in Web 2.0, what advice would you provide to
brand managers regarding Logorama?

8.) Looking at Logorama as a whole, what does the film tell us about the role of brands
in contemporary life? Is this a positive or negative view of branding and our
consumption culture? Why? What is the overall message the directors are trying to
convey?

Taken from: http://www.brandrelationships.org/logorama-exercise/