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3. BRANDS
Brands just don’t exist….they are an integral
part of our lives!

4. Defined as the name, logo, or other
outward symbols that distinguish a product
or service from others in its category
The brand is not the product but it gives the
product meaning

5. BRAND
A Premium Quality Pure & Gentle Soap…
…to give a Soft Skin

6. The functions of the brand for the consumer
Function Consumer benefit
Identification To be clearly seen, to make sense of the offer to
quickly identify the sought-after products
Practicality To allow savings of time and energy through identical
repurchasing and loyalty
Guarantee To be sure of finding the same quality no matter
where or when you buy the product or service
Optimisation To be sure of buying the best product in its category,
the best performer for a particular purpose
Characterization To have confirmation of your self-image or the image
that you present to others
Continuity through familiarity and intimacy with the brand that
you have been consuming for years

7. -How many brands do you need ?
-How do you manage brands over time ?
-How do you keep brands up to date as technology, products and customers
change ?
-How do you manage coherently and benefit from the synergy of a range of
products sold under a single brand ?
-How far can a brand be extended geographically?
Does it have the potential to become a homogeneous global brand in all countries ?
-Several companies have the same name as their brand (e.g. Nestle) so what is the
difference between managing a brand image, a corporate image and an institutional
image ?
-Finally, given that brands have a value, how can this be measured so as to survey
and control it ?

8. Branding: Key Terms
Brand
An identifying name, term, design, or symbol
One item, family of items, or all items of a seller
Brand Mark
The part of a brand not made up of words
Symbols or designs
 Nike swoosh, Mercedes star, McDonald’s arches
Trademark
A legal designation of exclusive use of a brand
 Coca-Cola®, Hewlett-Packard®
Trade Name
Full legal name of an organization
 American Telephone and Telegraph Corporation (AT&T)

9. Branding
Value of Branding for Consumers
Helps speed consumer purchases by identifying specific preferred
products
Provides a form of self-expression and status
Evaluates product quality to reduce the risk of purchase
Value of Branding for Marketers
Identifies and differentiates a firm’s products from competing
products
Helps in the introduction of new products
Facilitates the promotion of all same-brand products
Fosters the development of brand loyalty
Can create valuable intangible assets

10. Branding
Brand Loyalty
A customer’s favorable attitude toward a specific brand
Brand Recognition
A customer’s awareness that a brand exists and is an
alternative purchase
Brand Preference
The degree of brand loyalty in which a customer prefers
one brand over competitive offerings
Brand Insistence
The degree of brand loyalty in which a customer
strongly prefers a specific brand and will accept no
substitute

11. Selecting a Brand Name
The name should
be easy to say, spell, and recall.
indicate the product’s major benefits.
suggest the product’s major uses and special
characteristics.
be distinctive, setting it apart from competing brands.
be compatible with all products in line.
be designed for use and recognition
in all types of media.

12. Packaging
Packaging
Involves the development of a container and a graphic
design for a product
Packaging Functions
Protect the product from damage
Offer convenience to consumers
Prevent waste and make storage easier
Promote the product by communicating
its features, uses, benefits, and image

13. Major Packaging Considerations
Cost of Packaging
Limited consumer willingness to pay for better
packaging
Tamper-Resistant Packaging
Government regulations and consumer safety concerns
Family Packaging
Similar packaging for all of a firm’s products or
packaging that has one common design element

14. Major Packaging Considerations
Promotional Role (Informing the Consumer)
Verbal and nonverbal symbols
Size, shape, texture, color, and graphics
Reseller Needs
Transportation, storage, and handling
Environmentally Responsible
Biodegradable and recyclable

15. Packaging and Marketing Strategy
Altering the Package
To update style and to meet increased competition
To highlight new features
To take advantage of new packaging materials
To make the product safer or easier to use
To reduce packaging costs
Secondary-Use Packaging
Reusable packaging adds customer value
Category-Consistent Packaging
Packaging reflects customer expectations for the
expected appearance of products in a category

16. Packaging and Marketing Strategy
Innovative Packaging
Unique features or ways of packaging that make a
product more distinct from its competitors
Multiple Packaging
Bundling multiple units of a product together to
encourage usage and to increase demand
Handling-Improved Packaging
Packaging that has been changed to facilitate product
handling in the distribution channel

17. Claims of Product Life Cycles
Products have a limited life
Product sales pass through distinct stages each with
different challenges and opportunities
Profits rise and fall at different stages
Products require different strategies in each life cycle
stage

18. Sales and Product Life Cycle

19. Style, Fashion, and Fad Life Cycles

20. Strategies for Sustaining Rapid Market Growth
Improve product quality, add new features, and
improve styling
Add new models
Enter new market segments
Increase distribution coverage
Shift from product-awareness advertising to
product-preference advertising
Lower prices to attract the next layer of price-
sensitive buyers

21. Marketing Program Modifications
Prices
Distribution
Advertising
Sales promotion
Services

22. Ways to Increase Sales Volume
Convert nonusers
Enter new market segments
Attract competitors’ customers
Have consumers use the product on more occasions
Have consumers use more of the product on each
occasion
Have consumers use the product in new ways