Branding and Product Lines Product Strategy Branding and Product Lines

Product Management Product Mix Product Line Management Branding Brand Equity Brand Management

Product Mix Width Length Depth Issue of Consistency number of different product lines Length total number of items within the lines Depth number of versions of each product Issue of Consistency

Managing Line Length Line Stretching Downmarket Upmarket Two-way Line Filling Line Modernization Line Featuring & Line Pruning

Branding Name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition. - AMA

Why Brand? Identify product Identify a culture Reduce risk Reduce consumer search cost Signal quality Legal protection Create product associations Differentiate product

Brand Management Decisions Brand Mission and Objectives Brand Sponsor Brand Naming Brand Architecture Monolithic, Endorsed, Freestanding Co-Branding

Brand Strategies Product Category Line Brand Extension Extension Brand Name Product Category Line Extension Existing Brand Extension New New Brands Multi-branding New

Pepsi Brand Architecture Quaker Oatmeal Quaker Instant Oatmeal Cap'n Crunch cereal Life cereal Quaker Oatmeal Brown Sugar Bliss Quaker Oatmeal Honey Nut Heaven Quaker 100% Natural cereal Quaker Squares cereal Quisp cereal King Vitaman cereal Quaker Oh's! Cereal Quaker Chewy Wholesome Favorites granola bars Quaker Chewy Trail Mix bars Mother's cereal Quaker grits Quaker Oatmeal-to-Go Aunt Jemima mixes & syrups Quaker rice and corn cakes Quaker Quakes rice snacks and corn rings Crisp'ums baked crisps Quaker Chewy granola bars Quaker Fruit & Oatmeal cereal bars Quaker Fruit & Oatmeal Bites Quaker Fruit & Oatmeal Toastables Quaker Chewy Dipps granola bars Rice-A-Roni side dishesPasta Roni side dishes Near East couscous/pilafs FrescAvena beverage powder Toddy chocolate powder Toddynho chocolate drink Coqueiro canned fish Sugar Puffs cereal Puffed Wheat Harvest Crunch cereal Cruesli cereal Oat Krunchies cereal Oat Bran Crispies cereal Hot Oat Crunch cereal Quake Oatso Simple hot cereal Scott's Porage Oats Scotts So Easy Oats Quaker Baking Mixes Harvest Chewy Bars Spudz snacks Lay’s Brands Lay's potato chips Lay's Bistro Gourmet potato chips Lay's Kettle Cooked potato chips Wavy Lay's potato chips Baked Lay's potato crisps Maui Style potato chips Ruffles potato chips Baked Ruffles potato crisps Ruffles Flavor Rush potato chips Doritos tortilla chips Baked Doritos tortilla chips 3D's snacks Tostitos tortilla chips Baked Tostitos tortilla chips Santitas tortilla chips Fritos corn chips Cheetos cheese flavored snacks Rold Gold pretzels & snack mix Funyuns onion flavored ringsGo Snacks Sunchips multigrain snacks Sabritones puffed wheat snacks Cracker Jack candy coated popcorn Chester's popcorn Grandma's cookies Munchos potato crisps Smartfood popcorn Baken-ets fried pork skins Oberto meat snacks Rustler's meat snacks Churrumais fried corn strips Frito-Lay nuts Frito-Lay, Ruffles, Fritos and Tostitos dips & salsas Frito-Lay, Doritos and Cheetos snack crackers Fritos, Tostitos, Ruffles and Doritos snack kits Bocabits wheat snacks Crujitos corn snacks Fandangos corn snacks Hamka's snacks Niknaks cheese sticks Quavers potato snacks Sabritas potato chips Smith's potato chips Walkers potato crisps Walkers Square potato snacks Walkers French Fries potato sticks Walkers Monster Munch corn snacks Miss Vickie's potato chips Munchies snack mix Gamesa cookies Doritos Dippas Sonric's sweet snacks Wotsits corn snacks Pepsi-Cola Brands Pepsi-Cola Caffeine Free Pepsi Diet Pepsi Caffeine Free Diet Pepsi Pepsi Twist (regular & diet) Wild Cherry Pepsi Pepsi Blue Pepsi ONE Mountain Dew Diet Mountain Dew Mountain Dew Code Red Diet Mountain Dew Code Red Mug Sierra Mist (regular & diet) Slice Lipton Brisk (Partnership) Lipton Iced Tea (Partnership) Dole juices and juice drinks (License) FruitWorks juice drinks Aquafina purified drinking water Frappuccino ready-to-drink coffee (Partnership) Starbucks DoubleShot (Partnership) SoBe juice drinks and teas AMP energy drink Outside the U.S. Mirinda 7UP (International) Pepsi Limón Kas Teem Pepsi Max Pepsi Light Manzanita Sol Paso de los Toros Fruko Evervess Yedigun Shani Fiesta D&G (License) Mandarin (License) Radical Fruit Tropicana Pure Premium juices Tropicana Season's Best juices and juice drinks Tropicana Twister juice drinks Tropicana Smoothies Tropicana Pure Tropics juices Dole juices (License) Outside the U.S. Loóza juices and nectars Copella juices Frui'Vita juices Tropicana 100 Juices Tropicana Touche de Lait Alvalle gazpacho fruit juices and vegetable juices Gatorade Brands Gatorade Thirst Quencher Gatorade Xtremo Thirst Quencher  Gatorade Frost Thirst Quencher Gatorade Fierce Thirst Quencher Gatorade Ice Thirst Quencher Gatorade Energy Bars Propel Fitness Water Pepsi Brand Architecture

Brand Equity What is it? The marketing effects uniquely attributable to the brand – Kevin L. Keller

Brand Equity Sources of Brand Knowledge Associative node model of memory Brand awareness Brand image Strength of brand associations Favorability of brand associations Uniqueness of brand associations

Brand Equity and Associations Young Contemporary Flashy Male Bars Experienced Self-assured Successful Male Black-Tie Party

Evolution of Brand Elements, GE 1876-1960’s electronics 1900 trademark’s logo 1900 slogan – Better Living Electronically 1960’s General Electric -> GE 1970’s slogan – Progress for People 1979 slogan – We Bring Good Things to Life

Evolution of Brand Elements, GE

Packaging and Labels Often Ignored but Critical Packaging and Labels Protects Promotes Describes Identifies