CONTENTS
1. BRANDS and marketing simulation games
Introduction
Some considerations in simulation game design
Decision-making logictics in computerized simulation exercises
Management, organization design, and team work in BRANDS
Some general advice about BRANDS
The BRANDS participant’s manual

2. BRANDS overview
Introduction
BRANDS terminology
The product category
The vaporware industry
Your firm
Market demand patterns
Currency conventions in BRANDS
Marketing research information
Team organization and functioning
Disclosure of information, security, and anti-competitive behavior
The starting position scenario: quater 1
Firm decision variables

3. Marketing decision variables
Introduction
Product design decisions
Vaporware technology constraits
Reformulation decisions
Research and development decisions
Product preference and product quality
New product development and introduction
Distribution considerations
Pricing decisions
Advertising decisions
Promotion decisions
Sales force decisions
Sales forcasting decisions
BRANDS marketing decision variable change limits

4. Non-marketing decision variables
Introduction
Operations management
Product-related costs
Experience curve effects and product costs
Transportation and shipping costs
General overhead charges
Taxation
Banking arrangements
Refinancing arrangements and dividends
Cash flow in BRANDS
The BRANDS stock market
Information systems costs
Naming your firm

5. BRANDS marketing research studies
Introduction
Marketing research strategy in BRANDS
BRANDS marketing research studies
Marketing research study:
#1 Competitive information -- dividends and earning
#2 Brand composition analysis
#5 Industry sales force compensation
#8 Media content analysis
#11 Customer brand awareness
#12 Concept testing
#13 Preference testing, two existing brands
#14 Preference testing, one existing brand and one hypothetical brand
#16 Operating statistics report
#17 Brand quality ratings
#20 Test marketing experiment
#21 Brand perceptual ratings
#27 Dealer position audit
#28 Dealer availability
#31 Industry sales volume forecasts
#32 Brand sales volume forecasts
#35 Advertising program experiment
#41 Regional summary analysis
#47 Self-reported attribute preferences

6 Financial and operating results reports
Product operating statement and status of decision variables
Divisional operating statement
Balance sheet and cash flow analysis report
Variable cost calculations and production cost analysis estimates
Other financial and operating reports

7. Performance evaluation in BRANDS
Financial performance
Market performance
Operating performance]
BRANDS qualitative performance evaluation

8. Decision making logistics and related paperwork

9. Using the BRANDS disk