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Brand mgmt

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  • The L'eggs packaging promotes communication benefits by enhancing brand recognition.
  • The DVD player product life cycle shows the classic shape of a product from introduction to growth to the onset of maturity.
  • Service quality is evaluated by comparing expectations of a service offering to the actual experience a consumer has with the service based on the five dimensions identified in the figure.
  • The figure shows the sequence of steps or flowchart that make up the service delivery process for a car rental agency. The service encounters enable marketers to conduct a customer contact audit.
  • Transcript

    • 1.  
    • 2. Product Life Cycle
        • The product life cycle describes the stages a new product goes through in the marketplace: introduction, growth, maturity, and decline.
    • 3. Brand Name
        • A brand name is any word, device (design, shape, sound, or color), or combination of these used to distinguish a seller’s goods or services.
    • 4. Brand Personality
        • A brand personality is a set of human characteristics associated with a brand name.
    • 5. Brand Equity
        • Brand equity is the added value a given brand name gives to a product beyond the functional benefits provided.
    • 6. Multiproduct Branding
        • Multiproduct branding is a branding strategy in which a company uses one name for all its products in a product class.
    • 7. Multibranding
        • Multibranding is a branding strategy that involves giving each product a distinct name when each brand is intended for a different market segment.
    • 8. Packaging
        • Packaging is a component of a product that refers to any container in which it is offered for sale and on which label information is conveyed.
    • 9. Capacity Management
        • Capacity management involves integrating the service component of the marketing mix with efforts to influence consumer demand.
    • 10. Off-Peak Pricing
        • Off-peak pricing consists of charging different prices during different times of the day or days of the week to reflect variations in demand for the service.
    • 11. THE PRODUCT LIFE CYCLE
      • Product Life Cycle
      • Primary Demand
      • Introduction Stage
      • Selective Demand
      • Skimming Pricing Strategy
      • Penetration Pricing Strategy
    • 12. How stages of the product life cycle relate to a firm’s marketing objectives and marketing mix actions
    • 13. Product life cycle for the stand alone fax machine for business use: 1970–2008
    • 14. THE PRODUCT LIFE CYCLE
      • Repeat Purchasers
      • Growth Stage
      • Deletion
      • Harvesting
      • Maturity Stage
      • Decline Stage
    • 15. Honda Insight Hybrid Automobile and Casio EXILM Digital Camera What stage of the product life cycle?
    • 16. THE PRODUCT LIFE CYCLE
      • Length of the Product Life Cycle
      • Some Dimensions of the Product Life Cycle
      • Shape of the Product Life Cycle
      • Generalized Life Cycle
      • High-Learning Product
      • Fashion Product
      • Low-Learning Product
      • Fad
    • 17. FIGURE 11-3 Alternative product life cycles
    • 18. THE PRODUCT LIFE CYCLE
      • Some Dimensions of the Product Life Cycle
      • Diffusion of Innovation
      • Innovators
      • Early Adopters
      • Late Majority
      • Early Majority
      • Laggards
      • The Life Cycle and Consumers
    • 19. Five categories and profiles of product adopters
    • 20. Concept Check 1. Advertising plays a major role in the __________ stage of the product life cycle, and sales promotion _ plays a major role in maturity.
        • introductory
    • 21. Concept Check 2. How do high-learning and low-learning products differ?
        • A: A high-learning product requires significant customer education and there is an extended introductory period. A low-learning product requires little customer education because the benefits of purchase are readily understood, resulting in immediate sales.
    • 22. MANAGING THE PRODUCT LIFE CYCLE
      • Product Modification
      • Market Modification
      • Modifying the Product
      • Modifying the Market
      • Finding New Users
      • Increasing Use
      • Creating New Use Situations
    • 23. Milk Processor Education Program What modification strategy?
    • 24. MANAGING THE PRODUCT LIFE CYCLE
      • Repositioning the Product
      • Product Repositioning
      • Trading Up
      • Trading Down
      • Downsizing
      • Reacting to a Competitor’s Position
      • Catching a Rising Trend
      • Changing the Value Offered
    • 25. Concept Check 1. What does “creating new use situations” mean in managing a product’s life cycle?
        • A: Finding new uses or applications for an existing product .
    • 26. Concept Check 2. Explain the difference between trading up and trading down in repositioning.
        • A: Trading up involves adding value to the product (or line) through additional features or higher-quality materials. Trading down involves reducing the number of features, quality, or price, or downsizing—reducing the content of packages without changing package size and maintaining or increasing the package price .
    • 27. BRANDING AND BRAND MANAGEMENT
      • Branding
      • Brand Name
      • Logotype or Logo
    • 28. BRANDING AND BRAND MANAGEMENT
      • Brand Personality and Brand Equity
      • Brand Personality
      • Brand Licensing
      • Brand Equity
      • Creating Brand Equity
      • Valuing Brand Equity
    • 29. got2b Hair Products and Mambo Fragrances What are their brand personalities?
    • 30. Customer-based brand equity pyramid
    • 31. Hummer Footwear by Roper How does brand licensing create brand equity?
    • 32. BRANDING AND BRAND MANAGEMENT
      • Picking a Good Brand Name
      • Suggest the Product Benefits
      • Be Memorable, Distinctive, and Positive
      • Fit the Company or Product Image
      • Have No Legal or Regulatory Restrictions
      • Be Simple and Emotional
      • International: Be Nonmeaningful
    • 33. BRANDING AND BRAND MANAGEMENT
      • Branding Strategies
      • Multiproduct Branding (Family/Corporate)
      • Line Extension
      • Subbranding
      • Brand Extension
    • 34. Alternative branding strategies
    • 35. BRANDING AND BRAND MANAGEMENT
      • Branding Strategies
      • Multibranding
      • Private Branding (Private Labeling/Reseller)
      • Fighting Brands
      • Mixed Branding
    • 36. Black & Decker and DeWalt Tools What is each firm’s branding strategy and why?
    • 37.
      • Packaging
      • Label
      CREATING CUSTOMER VALUE THROUGH PACKAGING AND LABELING
      • Communication Benefits
      • Functional Benefits
      • Perceptual Benefits
    • 38. L’eggs Sheer Energy What packaging benefits?
    • 39. Lay’s Stax and Pringles What packaging benefits?
    • 40. Celestial Seasonings Tea What packaging benefits?
    • 41.
      • Exclusivity
      • Branding
      • Product (Service)
      MANAGING THE MARKETING OF SERVICES
      • Capacity Management
    • 42. McDonald’s Why is a logo an important aspect of branding?
    • 43.
      • Pricing
      MANAGING THE MARKETING OF SERVICES
      • Off-Peak Pricing
      • Place (Distribution)
      • Promotion
    • 44. United States Postal Service Why do service organizations advertise?
    • 45. Concept Check 1. What is the difference between a line extension and a brand extension?
        • A: A line extension is the practice of using a current brand name to enter a new market segment in its product class. A brand extension is the practice of using a current brand name to enter a completely different product class.
    • 46. Concept Check
        • A: A package’s color, shape, and graphics can connote status, economy, and product quality.
      2. Explain the role of packaging in terms of perception.
    • 47. Concept Check 3. How do service businesses use off-peak pricing?
        • A: Service businesses charge different prices during different times of the day or days of the week to reflect variations in demand for the service.
    • 48. FIGURE 11-A DVD player product life cycle
    • 49. ASSESSING SERVICE QUALITY SUPPLEMENTAL LECTURE NOTE 11-2
    • 50. FIGURE 11-B Dimensions of service quality
    • 51. Customer contact audit for a car rental (green shaded boxes indicate customer activity)
    • 52. MANAGING THE PRODUCT LIFE CYCLE
    • 53. ACT II Butter Lover’s Microwave Popcorn
    • 54.  
    • 55. ACT II Microwave Popcorn (The Classics)
    • 56. ACT II Microwave Popcorn (Special Features)
    • 57. ACT II Microwave Popcorn (Other)
    • 58. USING BRAINSTORMING AND TECHNIQUES FOR BREATHE RIGHT ® STRIPS
    • 59. Breathe Right Strip CNS Breathe Right
    • 60. Breathe Right Strip Instructions
    • 61.  
    • 62.  

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