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Chapter 10 MKT120 Branding and Pkg

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Chapter 10 MKT120 Branding and Pkg

  1. 1. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin
  2. 2. Learning Objectives LEARNING OBJECTIVES How do firms adjust their product lines to changing market conditions? Why are brands valuable to firms? How do firms implement different branding strategies? How do a product’s packaging and label contribute to a firm’s overall strategy? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-2
  3. 3. Air Jordan• Moved beyond athletic endorsement to creation of entire line• NBA fees fueled interest• Priced at $125 Nike/Air Jordan Website © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-3
  4. 4. Product Assortment and Product Line Decisions© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-4
  5. 5. Product Assortment and Product Line Decisions© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-5
  6. 6. Change Product Mix Breadth• Increase Breadth – True Religion Brand Jeans now are a lifestyle brand with apparel, belts, swimwear and fragrances• Decrease Breadth – Due to competitive changes, TCBY is now focusing on Yogurt. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-6
  7. 7. Change Product Mix Depth Increase Depth − Band-Aid now has over 40 products to heal cuts. Decrease Depth − McCormick spices eliminates dozens of products each year. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-7
  8. 8. Product Line Decisions How is this changing the product mix? Does it increase breadth or depth? Is this research or advertising? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-8
  9. 9. Product Line Decisions for ServicesThe same types of decisions can be used for servicesThe same types of decisions can be used for services © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-9
  10. 10. BrandingA brand can use: Name, logo symbols, characters,A brand can use: Name, logo symbols, characters, slogans, jingles and even distinctive packages. slogans, jingles and even distinctive packages. Oscar Meyer Commercial © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-10
  11. 11. What Makes a Brand?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-11
  12. 12. Value of Branding for the Customer and the Marketer© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-12
  13. 13. History in Advertising© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-13
  14. 14. Brand Equity: Awareness© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-14
  15. 15. Brand Equity: Perceived Value How do discount retailers like Target, T.J. Maxx, and H&M create value for customers? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-15
  16. 16. Brand Equity: Brand Associations © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-16
  17. 17. Brand Equity: Brand Loyalty Consumers are often less sensitive to price Marketing costs are much lower Firm insulated from the competition © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-17
  18. 18. Brand Ownership© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-18
  19. 19. Brand Ownership© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-19
  20. 20. Brand Ownership© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-20
  21. 21. Naming Strategies Corporate or family  Individual lines brand − The Gap − Mr. Clean (Proctor & Corporate and product Gamble) line brands − Kellogg’s Corn Flakes © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-21
  22. 22. Brand Extension State Farm Website© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-22
  23. 23. Brand Dilution© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-23
  24. 24. Co-branding© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-24
  25. 25. Brand Licensing© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-25
  26. 26. Brand Repositioning How is this repositioning? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-26
  27. 27. Packaging What other packaging do you as a consumer find useful? © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-27
  28. 28. Product Labeling© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-28
  29. 29. iPod Anticipation© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-29
  30. 30. Within each product line, there are often multiple:A. product categories.B. primary packaging parts.C. product breadth.D. product assortment.E. private label brands. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-30
  31. 31. Check Yourself 1. Why change product line depth? 2. What is the difference between product line breadth versus depth? 3. Why change product line breadth?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-31
  32. 32. One of the dangers of hiring celebrities like Mel Gibson to endorse acompany’s products is that when they engage in embarrassing behavior, to thedegree that they are associated with the company’s brands, their actions hurt: A. brand equity. B. brand awareness. C. brand recognition. D. corporate brand category depth. E. all of the above. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-32
  33. 33. Check Yourself 1. How do brands create value for the customer and the firm? 2. What are the components of brand equity?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-33
  34. 34. Which of the following is a potential benefit of brand extension?A. It allows the perception of a brand with a quality image to be carried over to the new product.B. It lowers marketing costs.C. It can boost sales of the core brand.D. The firm can spend less on creating brand awareness and associations.E. all of the above. © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-34
  35. 35. Check Yourself 1. What is the difference between manufacturer, private/label, and generic brands? 2. What is co-branding? 3. What are some advantages and disadvantages of brand extensions?© McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-35
  36. 36. Chianti that comes in wicker-clad bottles and tortillas that come in zip lockbags are examples of brand _____________ that differentiate these companies’ products from their competitors’ offerings. A. names B. slogans C. symbols D. characters E. packaging © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-36
  37. 37. GlossaryA brand association reflects the mental links that consumers make between a brand and its key product attributes, such as a logo, slogan, or famous personality. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-37
  38. 38. GlossaryBrand dilution occurs when the brand extension adversely affects consumer perceptions about the attributes the core brand is believed to hold. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-38
  39. 39. GlossaryBrand equity is the set of assets and liabilities linked to a brand that add to or subtract from the value provided by the product or service. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-39
  40. 40. GlossaryA brand extension refers to the use of the same brand name for new products being introduced to the same or new markets. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-40
  41. 41. GlossaryBrand licensing is a contractual agreement between firms, whereby one firm allows another to use its brand name, logo, symbols, and/or characters in exchange for a negotiated fee. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-41
  42. 42. GlossaryBrand loyalty occurs when a consumer buys the same brand’s product or service repeatedly over time rather than buy from multiple suppliers within the same category. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-42
  43. 43. GlossaryBrand repositioning or rebranding refers to a strategy in which marketers change a brand’s focus to target new markets or realign the brand’s core emphasis with changing market preferences. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-43
  44. 44. GlossaryCo-branding is the practice of marketing two or more brands together, on the same package or promotion. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-44
  45. 45. GlossaryPerceived value of a brand is the relationship between a product or service’s benefits and its cost. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-45
  46. 46. GlossaryProduct assortment or product mix is the complete set of all products offered by a firm. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-46
  47. 47. GlossaryProduct lines are groups of associated items, such as items that consumers use together or think of as part of a group of similar products. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-47
  48. 48. GlossaryProduct mix or product assortment is the complete set of all products offered by a firm. Return to slide © McGraw-Hill Companies, Inc., McGraw-Hill/Irwin 10-48

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