Queen's Comm231 - Products and Brands Team Presentation

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A short presentation given in October of 2010 to Queen's Comm231 class.

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Queen's Comm231 - Products and Brands Team Presentation

  1. 1. Product + Brand Strategy<br />Product + Brand <br />
  2. 2. Product + Brand <br />
  3. 3. Annual revenue: $500 million<br />Value: $1.7 billion<br />Leafs Value: $470 million (#1 in NHL)<br />Raptors: $386 million<br />Toronto FC: $100 million)<br />Product + Brand <br />
  4. 4. Leafs<br />No Cup since 1967 <br />Longest cup drought in NHL<br />Raptors<br />15 years, 1 playoff series win <br />TorontoFC<br />4 years <br />No playoffs<br />4 coaches fired<br />Product + Brand <br />
  5. 5. “MLSE wins on the balance sheet and loses on the fields of play” – Globe and Mail<br />Product + Brand <br />
  6. 6. FifiFalaschi<br />Sir Ian Blake<br />Paisley McRae<br />PRODUCTS+BRANDING<br />Friday, October 15, 2010<br />Rob Hartley<br />Ted Lee<br />Martina Corbella<br />Product + Brand <br />
  7. 7. The Rundown<br />Product<br />Classification + Characteristics<br />Branding<br />Product + Brand <br />
  8. 8. What is a product?<br />Product + Brand <br />
  9. 9. Tangible Goods<br />Product + Brand <br />
  10. 10. Services<br />Ex. Insurance Companies<br />Product + Brand <br />
  11. 11. Combination: Good + Service<br />Product + Brand <br />
  12. 12. Whatcanbemarketed?<br />Product + Brand <br />
  13. 13. Organizations<br />Product + Brand <br />
  14. 14. Places<br />Product + Brand <br />
  15. 15. People<br />People<br />Product + Brand <br />
  16. 16. Ideas & Behaviours<br />Ideas + Behaviours<br />Product + Brand <br />
  17. 17. So, what can be marketed?Everything.<br />Product + Brand <br />
  18. 18. ProductLevels<br />Product Levels<br />Product + Brand <br />
  19. 19. The XBOX 360<br />Product + Brand <br />
  20. 20. Product Classifications<br />Product + Brand <br />
  21. 21. Consumer Products<br />Convenience Products<br />Shopping Products<br />Consumer Products<br />Product + Brand <br />
  22. 22. Consumer Products<br />Convenience Products<br />Shopping Products<br />Consumer Products<br />Product + Brand <br />
  23. 23. Consumer Products<br />Specialty products<br />Unsought products<br />Consumer Products<br />Product + Brand <br />
  24. 24. Consumer Products<br />Specialty products<br />Unsought products<br />Consumer Products<br />Product + Brand <br />
  25. 25. Industrial Products<br />Industrial Products<br />1) Materials and Parts<br />2) Capital items<br />3) Supplies<br />4) Services<br />Product + Brand <br />
  26. 26. Industrial Products<br />Industrial Products<br />Materials and Parts<br />Capital items<br />Supplies<br />Supplies<br />Services<br />Product + Brand <br />
  27. 27. Product Decisions<br />Product + Brand <br />
  28. 28. Product Attributes<br />Product Attributes<br />Quality<br /> Performance<br /> Conformance<br />Product + Brand <br />
  29. 29. Product Attributes<br />Product Attributes<br />Features<br />+<br />Design<br />Product + Brand <br />
  30. 30. Product Support Services<br />Product Support Services<br />Product + Brand <br />
  31. 31. Product Line Decisions<br />Product Line Decisions<br />Product + Brand <br />
  32. 32. Product mix decisions<br />Product Mix Decisions<br />Width<br />Length<br />Depth<br />Product + Brand <br />
  33. 33. Product mix decisions<br />Consistency<br />Product + Brand <br />
  34. 34. Brand Strategy + Management<br />Product + Brand <br />
  35. 35. Word Association<br />Product + Brand <br />
  36. 36. Word Association<br />Product + Brand <br />
  37. 37. Word Association<br />Product + Brand <br />
  38. 38. Word Association<br />Product + Brand <br />
  39. 39. Word Association<br />Product + Brand <br />
  40. 40. Brands that invoke emotion<br />
  41. 41. Brands are intangibleyet they invoke strong feelings<br />Product + Brand <br />
  42. 42. Brands to Products<br />Product + Brand <br />
  43. 43. Brands to Verbs<br />Product + Brand <br />
  44. 44. What can be branded? <br />Product + Brand <br />
  45. 45. Everything.<br />Product + Brand <br />
  46. 46. Brand Equity<br />Vs.<br />Product + Brand <br />
  47. 47. Brands as Tribes<br />Seth Godin<br />Consumers look for leaders<br />Naturally we suck at making decision<br />Brands help make this decision<br />Companies as Tribes<br />Product + Brand <br />
  48. 48. Zappos – customer service – giving a damn<br />TD – access – open late<br />Old Spice <br />Brand Attributes<br />Brand Attributes<br />Product + Brand <br />
  49. 49. Manufactures Brand<br />Manufactures Brand<br />Product + Brand <br />
  50. 50. Private Brands<br />Sears<br />Private Brands<br />Product + Brand <br />
  51. 51. Licensing<br />Licensing<br />Product + Brand <br />
  52. 52. Co-branding<br />Product + Brand <br />
  53. 53. Brand Extension<br />Product + Brand <br />
  54. 54. Multi Brands<br />Product + Brand <br />
  55. 55. Ongoing brand management<br />On Going Brand Management<br />The Gap Re-do <br />Engaging your audience and customer<br /> 80/20rule Customers<br />Product + Brand <br />
  56. 56. Q & A<br />Product + Brand <br />

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