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
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
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
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
