The document discusses the differences between products and brands, defining a product as any item offered to satisfy customer needs while a brand includes names and symbols that differentiate sellers. It highlights that brands hold significant intangible value, contribute to customer loyalty, and can withstand competition better than products alone. Additionally, it addresses advantages and disadvantages of branding, including high advertising costs and consumer expectations.

1. PRODUCT VS BRAND
Sub : Product & Brand Management
Submitted by : Mohannad Ibrahimi

2. • It is anything that can be offered to a customer to satisfy his or her needs or
want.
• The following entities can be marketed as product:
PRODUCT
• Goods
• Services
• Experiences
• Events
• Person
• Places
• Properties
• Organizations
• Ideas
• Information

3. BRAND
• Name, sign, term, sign, symbol or design or combination of them intended to
identify the goods and services of one seller or group of sellers and to
differentiate them from those of other sellers. – (AMA)
• Tangible assets like plants, equipment and real-estate is not valuable then
intangible assets such as management skills, marketing, financial and
operations and most important brands.
• When choices become vast, the only things that matter are
brand names.(Michael Eisner, CEO, Disney)

4. RELATION & TRUST
USE & BENEFITS
FUNCTION &
PERFORMANCE
BRAND
PRODUCT

5. • An item ready for sale in the market.
• Performs certain functions.
• Made in factories or workshop.
• May be tangible or intangible.
• Instantly becomes meaningful.
• Goes obsolete overtime.
• Can be replaced/copied with relative
ease.
PRODUCT ATTRIBUTES
• Satisfies the needs.
• Ingredients – Basic product
only.
• Competition – Price based
• Customer involvement – Low
• Customer loyalty – Low
• Customer switchover - High

6. • Distinguishes a product from other
products.
• Offers Emotions.
• Brands are made by customers.
• Can only be experienced. Intangible.
• Impossible to copy.
• Becomes meaningful overtime.
• Brands remain forever.
BRAND ATTRIBUTES

7. • Satisfies wants of customers.
• Ingredients – Basic Product + Additional Value.
• Very important in evaluating the value of a company.
• Competition is on additional or differentiated value offered.
• Can be for one product or entire company.
• Protected from use by others by trademark.
• Expressed in form of logo or other graphical representation.
BRAND ATTRIBUTES

8. PRODUCT VS. BRAND
Car A Car B
Length(mm) 4726 4659
Width(mm) 1842 1814
Boot Space(Ltr) 480 590
Displacement(cc) 1395 1395
Power(bhp) 148 148
Mileage(kmpl) 17.8 16.8
Airbags 8 4
Hill Hold control Yes No
Air Conditioner Single climate control Single climate control
Power Outlets 2 1
Keyless start/stop No No
Parking Sensor Rear Rear
Seat Adjustment Electronic Electronic
Cornering Headlight No No
Headlamps Led Conventional

9. PRODUCT VS. BRAND
Car A Car B Car C
Length(mm) 4726 4659 4861
Width(mm) 1842 1814 1864
Boot Space(Ltr) 480 590 625
Displacement(cc) 1395 1395 1968
Power(bhp) 148 148 174
Mileage(kmpl) 17.8 16.8 18.19
Airbags 8 4 8
Hill Hold control Yes No Yes
Air Conditioner Single climate control Single climate control Dual zone climate control
Power Outlets 2 1 3
Keyless start/stop No No Yes
Parking Sensor Rear Rear Front & Rear
Seat Adjustment Electronic Electronic Electronic + Memory
Cornering Headlight No No Yes
Headlamps Led Conventional Projector Bi-Xenon

10. PRODUCT VS. BRAND
Car A Car B Car C
Price 39.81 Lakhs 17.44 Lakhs 29.7 Lakhs
Skoda Octavia
Audi A4
Skoda Superb

11. • Improved Perception of Product performance.
• Greater Loyalty.
• Less Vulnerability to Competitive Reactions & Market Crisis.
• Larger Margins.
• Inelastic response to Price Increase and elastic response to Price Decrease.
• Increased marketing communication effectiveness.
• Additional Brand Extension Opportunities .
BRAND - ADVANTAGES

12. • High advertising costs.
• High R&D cost to ensure proper brand positioning.
• Higher product prices.
• Considered as social waste.
• Very difficult to change brand image.
• Very high consumer expectations.
• Adversely affected if product fails to live up to expectations.
BRAND - DISADVANTAGES

13. THANK YOU