Branding(3)

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Branding(3)

  1. 1. Part 4 - Products Slide 1Chpt 10 - Product Mgmt Brand Brand Name Trademark Generic Name Product Line Product Mix Page 216 Individual offering
  2. 2. Part 4 - Products Slide 2Chpt 10 - Product Mgmt Co-Branding Two companies join to create a new product carrying both their brands.
  3. 3. Part 4 - Products Slide 3Chpt 10 - Product Mgmt Co-Branding Examples: McCains cake and KFC McDonalds & movie Mulan Pizza Hut & Pepsi Cereal box with other thing inside Pizza Pizza and Blockbuster video rental & Chocolate bar Cinelex Odeon and Blockbuster
  4. 4. Part 4 - Products Slide 4Chpt 10 - Product Mgmt Brand A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT Something used to show customers that one product is different than the products of another manufacturer. WTGR Page 216
  5. 5. Part 4 - Products Slide 5Chpt 10 - Product Mgmt Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. Page 216
  6. 6. Part 4 - Products Slide 6Chpt 10 - Product Mgmt Trademark A brand that has been given legal protection and has been granted solely to its owner.
  7. 7. Part 4 - Products Slide 7Chpt 10 - Product Mgmt National Brand Private Brand Generic Name Brand Generic Goods
  8. 8. Part 4 - Products Slide 8Chpt 10 - Product Mgmt Examples of the 3 differences between a national brand, a private brand and a generic brand • Philadelphia Cream Cheese • IGA Cream Cheese • No Name brand cream cheese
  9. 9. Part 4 - Products Slide 9Chpt 10 - Product Mgmt National Brand products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese
  10. 10. Part 4 - Products Slide 10Chpt 10 - Product Mgmt Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese
  11. 11. Part 4 - Products Slide 11Chpt 10 - Product Mgmt Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class). TEXT • names for product categories ie. Velcro is the brand - “hooked fabric fastener” is the generic name ie. Xerox is the company “photocopy” is the generic name, - other examples???????? “rollerblades, Styrofoam” , Jello, Vaseline, Q-tips, Kleenex
  12. 12. Part 4 - Products Slide 12Chpt 10 - Product Mgmt Terms Generic Goods • non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc.
  13. 13. Part 4 - Products Slide 13Chpt 10 - Product Mgmt Brand Loyalty Categories 1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Page 220
  14. 14. Part 4 - Products Slide 14Chpt 10 - Product Mgmt •Brand Recognition / Equity •Brand Preference / Loyalty •Brand Insistence __________________ •Brand Awareness •Brand Association Page 220
  15. 15. Part 4 - Products Slide 15Chpt 10 - Product Mgmt• Brand Recognition / Equity - awareness, loyalty, quality, emotion• Brand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence) ________________________________________________• Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY• Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire
  16. 16. Part 4 - Products Slide 16Chpt 10 - Product Mgmt • Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Not in the text
  17. 17. Part 4 - Products Slide 17Chpt 10 - Product Mgmt • Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire • Paul Hogan - Subaru • James Earl Jones (voice of CNN) • Chihuahua - Taco Bell • Jordan - Nike • Julia Louis Dryfuss - Nice and Easy • Candice Bergen - Sprint Canada Not in the text
  18. 18. Part 4 - Products Slide 18Chpt 10 - Product Mgmt Brand Association - the link to favourable images, celebrities, geographic regions • white diamonds - liz taylor • BMW Z3 - 007 • roots hats - olympics • fubu - urban trend / hip hop • right guard - Sir Charles • Ru Paul - MAC Cosmetics • Seinfeld - AMEX Not in the text
  19. 19. • Brand Awareness -your product is the first that comes to mind in a certain product category eg. ice tea = Snapple, running shoes = Nike
  20. 20. Part 4 - Products Slide 20Chpt 10 - Product Mgmt Most Valuable Global Brands Brands Brand value 14-2 Coca Cola $ 36 Billion Marlboro $ 33 Billion Nescafe $ 11 Billion Kodak $ 10 Billion Microsoft $ 9.8 Billion Budweiser $ 9.7 Billion Kelloggs $ 9.3 Billion Motorola $ 9.2 Billion Gillette $ 8.2 Billion Bacardi $ 7.1 Billion Source: Financial World
  21. 21. Part 4 - Products Slide 21Chpt 10 - Product Mgmt Terms brand trademark logo copyright
  22. 22. Part 4 - Products Slide 22Chpt 10 - Product Mgmt Terms page 473 trademark • a brand that has been given exclusive legal protection - name and the design copyright • music, or words that are given legal ownership by the author
  23. 23. Part 4 - Products Slide 23Chpt 10 - Product Mgmt Brand Strategy 1. Manufacturers’/ National a) Family b) Individual 2. Private - page 222 - see slide 31 3. Generic - page 223 - see slide 31 Page 221

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