10 mega corporations control the output of almost everything you buy; from household products to pet food to jeans (Note: The chart shows a mix of networks. Parent companies may own, own shares of, or may simply partner with their branch networks. For example, Coca-Cola does not own Monster, but distributes the energy drink. Another note: Recent developments not on here, has not been updated to reflect P&G's sale of Pringles to Kellogg's in February.)distributesPringles to Kellogg's Here are just a few examples: Yum Brands owns KFC and Taco Bell. The company was a spin-off of Pepsi. All Yum Brands restaurants sell only Pepsi products because of a special partnership with the soda-maker. special partnership $84 billion-company Proctor & Gamble — the largest advertiser in the U.S. — is paired with a number of diverse brands that produce everything from medicine to toothpaste to high-end fashion. All tallied, P&G reportedly serves a whopping 4.8 billion people around the world through this network.largestreportedly servesthis

$200 billion-corporation Nestle — famous for chocolate, but which is the biggest food company in the world — owns nearly 8,000 different brands worldwide, and takes stake in or is partnered with a swath of others. Included in this network is shampoo company L'Oreal, baby food giant Gerber, clothing brand Diesel, and pet food makers Purina and Friskies. biggestowns Unilever, of soap fame, reportedly serves 2 billion people around the world, controlling a network that produces everything from Q-tips to Skippy peanut butter. reportedly And it's not just the products you buy and consume, either. In recent decades, the very news and information that you get has bundled together: 90% of the media is now controlled by just six companies, down from 50 in 1983, according to a Frugal Dad infographic from last year.Frugal Dad infographic

It gets even more macro, too: 37 banks have merged to become just four — JPMorgan Chase, Bank of America, Wells Fargo and CitiGroup in a little over two decades, according to this Federal Reserve map. The nation's 10 largest financial institutions hold 54% of our total financial assets; in 1990, they held 20%. As MotherJones reports, the number of banks has dropped from more than 12,500 to about 8,000. holdreports

France Germany Japan Norway USA Japan USA Switzerland France HINT: 4 USA, 2 France, 3 Japan, 2 Germany, 1 Switzerland, 1 Norway

Brand name –that part that can be spoken, including letters, words and #s. Brand names simplify shopping, guarantee a certain level of quality and allow for self expression. Brand mark-elements of the brand that cannot not be spoken, i.e. symbol Trade Character i.e. Ronald McDonald, Pillsbury Doughboy Trade mark- legal designation that the owner has exclusive rights to the brand or part of a brand. 1990, US Patent & Trademark Office had 680,000 trademarks registered, 56,515 new in that year. Trade name -The full legal name of the organization. IE Ford, not the name for a specific product.

Trade Character Trade Name Brand Name Brand Mark Brands…names, terms, symbols that identify products and distinguish them from competitors products. Find the brand mark, the brand name, the trade name and the trade character.

Brand Mark and Trade Name Can you identify the Brand Names of each product?

Present What is the brand?

In 1921, the idea of Betty Crocker hatched as a Washburn-Crosby Company advertising tool. Betty as a common woman's name Crocker for the late secretary and director of the Washburn Crosby Company, William G. Crocker In 1921, a promotion for Gold Medal Flour offered consumers a pincushion resembling a flour sack if they correctly completed a jigsaw puzzle of a milling scene. The Washburn Crosby Company, a mill and forerunner of General Mills, Inc, received thousands of responses and a flood of questions about baking. Advertising Manager Sam Gale believed a woman would be an appropriate spokesperson, so he created Betty Crocker as a signature for responses to inquiries.

Can you identify these corporate logos? Why are logos important?

If you look at the center of this logo, you can see two people enjoying a Tostito chip with a bowl of salsa. The logo conveys an idea of people connecting with each other.

At first this logo might not make much sense, but if you look closely, you will see the number 1 in the negative space between the F and the red stripes. It communicates a feeling of speed as well.

The professional baseball team, Milwaukee Brewers, logo is actually made up of the letters M (on top) and B (below the m). These letters also form a baseball glove.

This simple logo actually carries a lot of information. First, you can see the letters N and W, the first two letters of the brand name. But what most people don’t see is the compass that points to the NW, another reference to the brand.

This logo doesn’t seem to hide much at first sight, but it gives you a little insight into the philosophy behind the brand. First, the yellow arrow looks like a smile—Amazon wants to have the best customer satisfaction. The arrow also connects the letters a and z, meaning that this store has everything from A to Z.

Toblerone is a chocolate company from Bern, Switzerland. Bern is sometimes called ‘The city of Bears’. They have incorp orated this idea into the logo with a silhouette of a bear in the mountain.

The old logo of Baskin Robbins had the number 31 with an arc above it. The new logo took this idea to the next level. The pink parts of the BR still form the number 31, a reference to the 31 flavors.

Do you see any arrows on Fed Ex’s logo? The arrow is located in between the letters E and X, and the arrow is white, acting as a background.

Branding policies are:  Individual Branding: Naming each product differently, facilitates market segmentation with no overlap.  Overall Family Branding: All products are branded with the same name, or part of a name, IE Kraft, promotion of one item also promotes other items.  Line Family Branding: Within one product line. IE P&Gs Ivory line.  Brand Extension Branding: Use one of its existing brand names as part of a brand for an improved or new product, usually in the same product category. 75% new products are brand extensions!!

 Also called co-branding  When two or more brands create a synergistic effect by their cooperation.

. PG Individual Branding PG Line Family Branding REVIEW!

Brand Extension Branding- the original product has been used to extend the brand in a variety of new products that consumers trust.

 Recognition  Preference  Insistence I know that brand I prefer that brand but I’d take a substitute if it were on sale I must have that brand. A substitute won’t do

Product planning includes—  What products to sell  What product features a product should have  How to package and label a product  What the name brand is  What services and warranties are offered  Whether new products are offered  Whether products are changed or deleted

 All the products that a company makes:  Proctor and Gamble  Air Fresheners Febreze Air Fresheners Air Fresheners Febreze Air Fresheners  Antiperspirants & Deodorants Old Spice Secret Antiperspirants & Deodorants Old Spice Secret  Baby & Child Care Charmin Children's Pepto Dreft Luvs Pampers Pampers Kandoo Puffs Baby & Child Care Charmin Children's Pepto Dreft Luvs Pampers Pampers Kandoo Puffs  Batteries Duracell Batteries Duracell  Body Wash & Soap Camay Ivory Noxzema Olay Old Spice Safeguard Zest Body Wash & Soap Camay Ivory Noxzema Olay Old Spice Safeguard Zest  Colognes Old Spice Colognes Old Spice  Commercial Products Commercial Products  Cosmetics CoverGirl Max Factor Cosmetics CoverGirl Max Factor  Dish Washing Cascade Dawn Ivory Joy Dish Washing Cascade Dawn Ivory Joy  Feminine Care Always Tampax Feminine Care Always Tampax  Hair Care Aussie Head & Shoulders Herbal Essences Infusium 23 Pantene Hair Care Aussie Head & Shoulders Herbal Essences Infusium 23 Pantene  Hair Color Clairol Hair Color Clairol  Health Care Align Braun Fibersure Metamucil Pepto-Bismol Prilosec OTC ThermaCare Vicks Health Care Align Braun Fibersure Metamucil Pepto-Bismol Prilosec OTC ThermaCare Vicks  Household Cleaners Bounty Febreze Air Fresheners Mr. Clean Mr. Clean AutoDry Carwash Swiffer Household Cleaners Bounty Febreze Air Fresheners Mr. Clean Mr. Clean AutoDry Carwash Swiffer  Laundry & Fabric Care Bounce Cheer Downy Dreft Era Febreze Air Fresheners Gain Ivory Tide Laundry & Fabric Care Bounce Cheer Downy Dreft Era Febreze Air Fresheners Gain Ivory Tide  Oral Care Braun Crest Crest Glide Crest Whitestrips Fixodent Gleem Scope Oral-B Oral Care Braun Crest Crest Glide Crest Whitestrips Fixodent Gleem Scope Oral-B  Paper Products Bounty Charmin Puffs Paper Products Bounty Charmin Puffs

 All the products that a retailer carries:

 Group of closely related products manufactured or sold by a business ◦ Ford Cars ◦ Kellogg’s Cereals ◦ Proctor and Gamble’s Hair Care Line Celebrity products

 Specific model, brand, or size of a product within a product line ◦ Dell Computers ◦ Lucky jeans  Size  Style  Color  cut

 Width: ◦ # of product lines a business manufactures or sells:  Depth: ◦ # of product items offered within each product line:

 Red Lobster ◦ Specialize in seafood ◦ Great depth within a narrow product line  Applebees ◦ Broad menu featuring chicken, steak, pasta, and seafood  Great width but less depth than red lobster

Product Mix Strategies Developing New Products (seven steps) Developing Existing Products—line extensions or product modifications Deleting a Product or Product Line—obsolete, lack of profit, loss of appeal What do you do if your product is in the decline stage? Sell License Discount Alter

 Generate ideas  Screen ideas  Develop the product  Test the product  Introduce the product  Evaluate the product Flavored Water Straight From the Tap ve, ve, Proctor and Gamble now offers flavor cartridges to its "Pur Water Filtration System", so that your tap water can have fruit flavors. The Pur Water Filtration System is just one of those water filters that fits on to your water faucet. The new flavor cartridges plugs into the water filter. When you turn on the water, you can press a button to add flavoring to the water. Flavor cartridges come in Strawberry, Peach, and Raspberry, and provide up to 75 glasses worth of flavoring. The flavoring contains no sugar, no fat, and no carbs.

3 teams will present on Tuesday 6 teams present on Wednesday 1.Nate, Adam, Jordan Witherspoon 2.Connor C, Brian, Tyler, Brandon 3.Isabel, Jordan Wheatley, Emma 4.Sadie Emily Mikayah 5.Rachel, Greta, Paige 6.Nora, Annie, Kelsey Angelica 7.Sonny, Alex Colton 8.Luke, Brady, Brett 9.Connor S, Jamie, Harrison