Part 4 - Products
Slide 1
Chpt 10 - Product Mgmt
Branding
Brand Name
Co-branding
Trademarks
National brand / Private brand / generic brand
Brand Recognition / Equity
Brand Preference / loyalty
Brand Insistence
Brand Association
Part 4 - Products
Slide 2
Chpt 10 - Product Mgmt
The Product Area Involves Many Strategy Decisions
Part 4 - Products
Slide 3
Chpt 10 - Product Mgmt
Brand
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive
offerings. TEXT
Something used to show customers that
one product is different than the products
of another manufacturer. WTGR
Page 216
Part 4 - Products
Slide 4
Chpt 10 - Product Mgmt
Brand Name
Words, letters, or symbols that make up a
name used to identify and distinguish the
firm’s offerings from those of its
Page 216
competitors.
Part 4 - Products
Chpt 10 - Product Mgmt
Co-Branding
Two companies join to create a new
product carrying both their brands.
Slide 5
Part 4 - Products
Slide 6
Chpt 10 - Product Mgmt
Co-Branding
Examples:
McCains cake and KFC
McDonalds & movie Mulan
Pizza Hut & Pepsi
Cereal box with other thing inside
Pizza Pizza and Blockbuster video rental &
Chocolate bar
Cinelex Odeon and Blockbuster
Part 4 - Products
Slide 7
Chpt 10 - Product Mgmt
Trademark
A brand that has been given legal protection
and has been granted solely to its owner.
Part 4 - Products
Slide 8
Chpt 10 - Product Mgmt
National Brand
Private Brand
Generic Name Brand
Generic Goods
Part 4 - Products
Slide 9
Chpt 10 - Product Mgmt
Brand Strategy
1. Manufacturers’/ National
a) Family
b) Individual
2. Private -
3. Generic -
Part 4 - Products
Chpt 10 - Product Mgmt
Slide 10
Who Should Do the Branding?
Manufacturer
Brands
•
Dealer Brands
Also called
national brands
•
Created/owned
by producers
•
Develop
demand across
many markets
Battle
of the
Brands
•
Also called
private brands
or store brands
•
Created/owned
by middlemen
•
Create higher
margins for
dealers
Part 4 - Products
Slide 11
Chpt 10 - Product Mgmt
Examples of the 3 differences between
a national brand, a private brand and a
generic brand
• Philadelphia Cream Cheese
• IGA Cream Cheese
• No Name brand cream cheese
Part 4 - Products
Slide 12
Chpt 10 - Product Mgmt
Manufacturer / National Brand
products that carry the name of the
manufacturer
“… brands created by the
manufacturers…”
ie. Maxwell House coffee
ie. Philadelphia cream cheese
Part 4 - Products
Chpt 10 - Product Mgmt
Private Brand
products that carry the name of the
seller, not the manufacturer
ie. MasterChoice coffee
ie. IGA cream cheese
Slide 13
Part 4 - Products
Slide 14
Chpt 10 - Product Mgmt
Generic Name Brand
A brand name over which the original owner has lost
exclusive claim because all offerings in the associated
class of products have become generally known by the
brand name (usually that of the first or leading brand in
that product class). TEXT
• names for product categories
ie. Velcro is the brand “hooked fabric fastener” is the generic name
ie. Xerox is the company
“photocopy” is the generic name,
- other examples???????? “rollerblades, Styrofoam”
, Jello, Vaseline, Q-tips, Kleenex
Part 4 - Products
Chpt 10 - Product Mgmt
Slide 15
Terms
Generic Goods
• non-branded products that sell at discount
ie. dish soap, toilet paper, aluminum foil, etc.
Part 4 - Products
Slide 16
Chpt 10 - Product Mgmt
Brand Loyalty Categories
1. Brand Recognition (also called Brand Equity)
2. Brand Preference / Loyalty
3. Insistence
Part 4 - Products
Slide 17
Chpt 10 - Product Mgmt
•Brand Recognition / Equity
•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association
Page 220
Part 4 - Products
Slide 18
Chpt 10 - Product Mgmt
Brand
Ambassador
Brand
Insistence
Brand
Preference
Brand
Recognition
Brand NonRecognition
Brand Rejection
Part 4 - Products
Slide 19
Chpt 10 - Product Mgmt
• Brand Recognition / Equity - awareness, loyalty, quality,
emotion
• Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
________________________________________________
• Brand Awareness -your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
• Brand Association - the link to favourable images,
celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire
Part 4 - Products
Slide 20
Chpt 10 - Product Mgmt
• Brand Awareness -your product is the first
that comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levi’s, walkman SONY
Not in the text
Part 4 - Products
Slide 21
Chpt 10 - Product Mgmt
• Brand Association - the link to favourable
images, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany,
Screech - NFLD
Bailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
• Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dryfuss - Nice and Easy
• Candice Bergen - Sprint Canada
Not in the text
Part 4 - Products
Slide 22
Chpt 10 - Product Mgmt
Brand Association - the link to favourable
images, celebrities, geographic regions
• white diamonds - liz taylor
• BMW Z3 - 007
• roots hats - olympics
• fubu - urban trend / hip hop
• right guard - Sir Charles
• Ru Paul - MAC Cosmetics
• Seinfeld - AMEX
Not in the text
• Brand Awareness -your product is the first that
comes to mind in a certain product category
eg. ice tea = Snapple, running shoes = Nike
Part 4 - Products
Slide 24
Chpt 10 - Product Mgmt
Most Valuable Global Brands
Brands
Brand value
14-2
Coca Cola
Marlboro
$ 36
$ 33
Billion
Billion
Nescafe
Kodak
$ 11
$ 10
Billion
Billion
Microsoft
Budweiser
Kellogg's
Motorola
Gillette
Bacardi
$ 9.8
$ 9.7
$ 9.3
$ 9.2
$ 8.2
$ 7.1
Billion
Billion
Billion
Billion
Billion
Billion
Source: Financial World
Part 4 - Products
Slide 25
Chpt 10 - Product Mgmt
Thinking about a new brand
Short & Simple
Easy to Spell & Read
Easy to Recognize & Remember
Easy to Pronounce
Can Pronounce in Only One Way
Can Pronounce in All Languages
Suggests Product Benefits
Meets Packaging/Labeling Needs
No Undesirable Imagery
Always Timely
Adapts to Any Advertising Medium
Legally Available for Use
Part 4 - Products
Slide 26
Chpt 10 - Product Mgmt
Terms
brand
trademark
logo
copyright
Part 4 - Products
Slide 27
Chpt 10 - Product Mgmt
Terms
page 473
trademark
• a brand that has been given
exclusive legal protection - name and
the design
copyright
• music, or words that are given legal
ownership by the author
Part 4 - Products
Slide 28
Chpt 10 - Product Mgmt
Terms
page 273
Trademark
• a brand that has been given
exclusive legal protection - name
and the design
“… legal protection against any
other company using a trademark
that might be confused with its own
…”
Part 4 - Products
Slide 29
Chpt 10 - Product Mgmt
Terms
copyright
• music, or words that are given legal
ownership by the author
Not in the text
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