MKTG131 – Marketing Management.  A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller.

Slides:



Advertisements
Similar presentations
Branding Arild Aspelund IØT, NTNU. Senter for entreprenørskap – Truls Erikson Norsk Kundebarometer Top 5 – Satisfaction –Skandiabanken –Flytoget –Hurtigruten.
Advertisements

Marketing Management, 13th ed
Creating Brand Equity Key Concepts. What is a Brand A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or.
Branding Elements and Strategies
Chapter Eight Product and Branding Strategy
BUS7450 Strategic Marketing Management Week 5 Dr. Jenne Meyer.
10-1 MARKETING MANAGEMENT Brand Equity. Chapter Questions What is a brand, and how does branding work? What is brand equity, and how is it built, measured,
10-1 MARKETING MANAGEMENT Brand Equity. Chapter Questions What is a brand, and how does branding work? What is brand equity, and how is it built, measured,
Learning Goals Understand products and the major classifications of products and services Learn the decisions companies make regarding their products and.
A Framework for Marketing Management
Branding and Positioning. Elements of Brand Equity Awareness –Recognition –Recall Associations Perception of Quality Loyalty –Relationship –Installed.
Branding and Positioning. Elements of Brand Equity Awareness –Recognition –Recall Associations Perception of Quality Loyalty –Relationship –Installed.
Creating Brand Equity What is Brand Equity Building Brand Equity
Product, Service, and Branding Strategies
Objectives Be able to define product and know the major classifications of products and services. Understand the decisions companies make regarding their.
Brand Knowledge vs. Brand Equity: What’s the Difference?
Marketing Quality Circle. After reading this chapter, students should:  Know what are the characteristics of products and how do marketers classify products.
Marketing Management, 13th ed
©2003 Prentice Hall, Inc.To accompany A Framework for Marketing Management, 2 nd Edition Slide 0 in Chapter 11 Chapter 11 Setting Product and Brand Strategy.
MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.
MARKETING MANAGEMENT 12th edition
Product, Services, and Branding Strategies Chapter 9.
8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.
Chapter Questions What is a brand, and how does branding work? How do you develop a unique brand? How do you create a unique position in the market? ©
9 Creating Brand Equity 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2 Chapter Questions  What is a brand and how does branding.
A FRAMEWORK for MARKETING MANAGEMENT
Marketing.
9-1 © 2006 by Nelson, a division of Thomson Canada Limited 5/26/2016 Slides developed by: Peter Yannopoulos Chapter 9 Brand Strategy.
Professor Takada6b-1 Creating Brand Equity 6b. Professor Takada6b-2 Key Questions What is a brand and how does branding work? What is brand equity? How.
Brand, Branding And Building Customer Value LECTURE-14.
B UILDING STRONG BRANDS. In This Chapter, We Will Address The Following Questions : 1.What is brand, and how does branding work? 2.What is brand equity?
Creating Brand Equity.
CAHS 2000 March 24, 2009 Global Consumer Culture.
Products and Services: Branding Jeremy Kees, Ph.D.
Product Strategies. Branding Brand: Name, term, symbol, design, or combination of these that identifies the sellers goods and services and distinguishes.
Chapter 08 Product, Services, and Brands: Building Customer Value.
Creating Brand Equity Marketing Management, 13 th ed 9.
Product, Services, and Branding Strategy Definitions Product  Anything offered to a market for attention, acquisition, use, or consumption that.
Chapter Eight Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education, Inc. All rights reserved.
Chapter 8 - slide 1 Copyright © 2009 Pearson Education, Inc. Publishing as Prentice Hall Chapter Eight Product, Services, and Brands: Building Customer.
Global Edition Chapter Eight Product, Services, and Brands: Building Customer Value Copyright ©2014 by Pearson Education.
KarkMnt;yuT§ saRsþplit nig pl nig l pøaksBaØa ( Setting the Product and Branding Strategy ) Chapter 9.
Goodyear – 1 Brand Elements Professor Carl Mela BA 460 Product Management Fuqua School of Business Brand Management System On Building A Brand Managing.
Building Strong Brand Dr. Ananda Sabil Hussein. Steps in Strategic Brand Management Identifying and establishing brand positioning Identifying and establishing.
Product, Services, and Branding Strategy Chapter 8.
Creating Brand Equity Marketing Management, 13 th ed 9.
9 Creating Brand Equity 1. Copyright © 2011 Pearson Education, Inc. Publishing as Prentice Hall 9-2 What is a Brand? A brand is a name, term, sign, symbol.
MARKETING MANAGEMENT 12 th edition 9 Creating Brand Equity KotlerKeller.
Product, Services, and Branding Strategy What is a Product? Anything that can be offered to a market for attention, acquisition, use, or consumption.
Retail Value Creations- 1 By Dr. U. Srinivasa Raghavan.
Product Line A product line is a portfolio of products and services offered by a firm. Chapter 7.1.
MGT301 Principles of Marketing Lecture-20. Summary of Lecture-19.
Framework for Marketing Management International Edition 8 Creating Brand Equity 1.
1 Chapter 7 Product, Services, and Branding Strategy.
Creating Brand Equity Marketing Management, 13 th ed 10.
Creating Brand Equity Marketing Management, 13 th ed 9.
9 Creating Brand Equity 1. Copyright © 2012 Pearson Education 9-2 Chapter Questions  What is a brand and how does branding work?  What is brand equity?
IT’S A BRAND, BRAND, BRAND, WORLD! Information Source: Mark-Ed WWW Site Promotion.
8-1 Copyright © 2012 Pearson Education, Inc. Publishing as Prentice Hall i t ’s good and good for you Chapter Eight Product, Services, and Brands: Building.
Brand Management.
Aim: What is branding and how does it affect marketing?
Principles of Marketing
Marketing Management, 14th ed
Marketing Management, 13th ed
Brand Management.
Product, Services, and Branding Strategy
Made by: Shorouq Elmoghrabi
Product, Services, and Branding Strategy
Creating Brand Equity: Strategic Perspective Ahsan-ul Haq Shaikh
Presentation transcript:

MKTG131 – Marketing Management

 A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

 Identify the maker  Simplify product handling  Offer legal protection  Signify quality  Create barriers to market entry  Serve as competitive advantage

 “Strong” brands have many competitive advantages:  High consumer awareness  Strong brand loyalty  Helps when introducing new products  Less susceptible to price competition

 Brand names  URLs  Slogans  Characters  Symbols  Logos

 Memorable  Meaningful  “Like-able”  Transferable  Adaptable  Protectable

 Product attributes  Least effective  Benefits  Beliefs and values  Taps into emotions

 Suggest something about the product or its benefits  Are easy to say, recognize and remember  Are distinctive  Are extendable  Translate well into other languages  Can be registered and legally protected

 All the activities of designing and producing the container for a product.

 Brand connectivity  Consumer attributes  Company/brand image  Innovation opportunity

 Reminders: Reporters for “Pricing Strategy” topics, please prepare for your report next meeting.