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  1. 1. 10-1
  2. 2. Chapter 10 Brands, Packaging and Other Product Features 10-2 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  3. 3. Chapter Goals • • • • • • • Nature and importance of brands Characteristics of a good brand name Branding strategies of producers and middlemen Building and using brand equity Nature and importance of packaging and labeling Packaging strategies Marketing implications of product features 10-3 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
  4. 4. Brands Brand Words, letters, numbers Words, letters, numbers Name that can be vocalized that can be vocalized Brand Symbol, design, color, lettering Mark Symbol, design, color, lettering Trade Mark Legal protection of a brand Legal protection of a brand 10-4
  5. 5. Brands Reasons for branding Reasons for branding Consumers Consumers Identity of product Consistent quality Easier, quicker to shop 10-5 Sellers Sellers Promotion Recognition Reduce price comparison Differentiation
  6. 6. Brands Reasons for not branding Reasons for not branding No promotion Do not need consistent quality Product can not be physically differentiated 10-6
  7. 7. Selecting a Brand Name Suggest Suggest benefits benefits or or use use Adaptable Adaptable to to product line product line additions additions 10-7 Easy to Easy to pronounce pronounce spell spell remember remember A A Good Good Brand Name Brand Name Distinctive Distinctive Can be Can be registered registered and legally and legally protected protected
  8. 8. Protecting a Brand Name Product Product counterfeiting counterfeiting Generic usage Generic usage 10-8
  9. 9. Producer’s Branding Strategies Producer’s Producer’s Own Own Brands Brands Fabricating Fabricating Parts Parts materials materials Middlemen’s Middlemen’s brands brands 10-9
  10. 10. Middlemen’s Branding Strategies Carry Carry Only Only Producers’ Producers’ brands brands 10-10 Carry both Carry both Producer Producer And And Middleman’s Middleman’s brands brands
  11. 11. Common Strategies to Producers and Middlemen Separate Names Branding Branding within a Family within a product mix product mix Two or more Brands on the same product 10-11 Multiple-Brand Branding Branding For For Market Market Saturation Saturation branding Cobranding Cobranding Dual branding
  12. 12. The Leading Brands 10-12
  13. 13. Brands Trademark Trademark Licensing Licensing Brand Licensing Brand Brand Equity Equity Value the brand Adds to a product Owner grants permission to other firm to use the brand name and brand mark on products 10-13
  14. 14. Packaging Designing and producing the Designing and producing the container or wrapper for a product container or wrapper for a product Product Product protection protection Gain acceptance Gain acceptance from middlemen from middlemen Persuade Persuade consumer consumer to buy to buy 10-14
  15. 15. Packaging Strategies Packaging the product line Packaging the product line Multiple packaging Multiple packaging Changing the packaging Changing the packaging 10-15
  16. 16. Criticisms of Packaging Depletes natural resources Depletes natural resources Health hazards Health hazards Disposal of used packages Disposal of used packages Deceptive Deceptive Expensive Expensive 10-16
  17. 17. Labeling Brand Brand Brand applied Brand applied to the product to the product Descriptive Gives information Descriptive Gives information Grade Judged quality Grade Judged quality 10-17
  18. 18. Labeling Fair Fair packaging packaging And And labeling labeling act act 10-18 Nutrition Nutrition Labeling Labeling And And Education Education act act
  19. 19. Product Strategies Product Product Design Design Product Product Color Color Product Quality Product Quality 10-19
  20. 20. Key Terms and Concepts • • • • • • • • • Brand Brand name Brand mark Trademark Producer’s brand Middlemen’s brand Product counterfeiting Family branding Multiple-brand strategy 10-20 McGraw-Hill/Irwin • • • • • • • • • Cobranding Brand equity Trademark licensing Packaging Family packaging Multiple packaging Label Brand label Descriptive label Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.