When they choose to gamble their hard-earned money and although most do not believe they will win, consumers spend their money on emotions and feelings to the activity of gambling evokes. Consumers gamble because they want to experience the thrill of an adrenaline rush, escape the pressures of their daily lives, and feel as if they are engaging in risky behavior without actually gambling their lives in exchange for the rush. Feelings of exuberance and anticipation make up the majority of the package that consumers invest in when they decide to gamble their money in a casino or any other gaming environment. Although consumers know that the odds of making a significant monetary gain are not in their favor, the feelings and emotions that come with gambling are huge market drivers for the gaming industry. After discovering this information, Harrah's prepared to take advantage of these market factors by developing a differentiated brand position focused on appealing to the emotional aspect of the gaming experience. After their new strategy was initiated, Harra...