Genericized brands

1. When you cut your finger, you put a ____________ on it to stop the bleeding.

2. I blow my nose with this product.

3. This product has a variety of uses: makeup removal, can be used on baby’s bottom during diaper change, or to heal dry skin. _______________________

4. The most common use for __________________ is to clean ears.

5. Most coats and sleeping bags do up using a _________________.

6. If there are leftovers from dinner, we cover them with __________________ and put them away.

Brand Strategies Support Develop/Extend License Co-brand Acquire

Brand Strategies Support for an Existing Brand Brand strategies may change: new packaging, different target market, new ads. However, once a brand is positioned in a consumer’s mind, it is difficult to reposition it. Example: “good for heart health”

Brand Strategies Development of a Brand Extension Creation of a new product based on an older brand’s success. EXAMPLES Crest whitestrips

Brand Strategies Licensing a Successful Brand Similar to brand extension—one company’s brand appears on another company’s products. Companies license their brand to others for a fee (percentage). EXAMPLE: The NHL doesn’t manufacture hockey paraphernelia, they license the logos to other companies for a percentage of the sales.

Brand Strategies Co-Branding When two or more brands combine and cooperate for mutual benefit, it is called co-branding. EXAMPLES: Dell computers with Intel processors

Brand Strategies Acquisition of a Successful Brand To develop an effective brand strategy, a company will purchase another successful company, using its success to boost theirs. EXAMPLE: Pepsi bought Quaker foods