1. MARKETING GOLDEN CHAPTER 13
BRANDING
Brand
Brand Name
Brand Mark
Trademark
Trade Name
Know for test!!!
MARKETING GOLDEN CHAPTER 13

2. MARKETING GOLDEN CHAPTER 13
VALUE OF BRANDING
Buyers: Helps identify and facilitate purchases and can be a status symbol.
Sellers: Creates identity, helps with NPD, and facilitates promotions.
MARKETING GOLDEN CHAPTER 13

3. MARKETING GOLDEN CHAPTER 13
BRAND LOYALTY
A customer’s favorable attitude toward a specific brand.
Brand recognition
Brand preference
Brand insistence
MARKETING GOLDEN CHAPTER 13

4. MARKETING GOLDEN CHAPTER 13
BRAND EQUITY
Marketing and financial value associated with a brand’s strength.
Brand name awareness
Brand loyalty
Perceived brand quality
Brand associations
MARKETING GOLDEN CHAPTER 13

5. MARKETING GOLDEN CHAPTER 13
TYPES OF BRANDS
Manufacturer
Private Label (distributor)
Generic
MARKETING GOLDEN CHAPTER 13

6. MARKETING GOLDEN CHAPTER 13
BRANDING POLICIES
Individual: Firm names each brand differently (P&G).
Family: All firm’s products have same name.
Brand-extension: Use existing name for new or improved product (extension).
Co-Branding: Two or more brands on one product.
MARKETING GOLDEN CHAPTER 13

7. MARKETING GOLDEN CHAPTER 13
BRAND LICENSING
Firm allows another company to use brand on its products (for a fee, of course!).
For example: DISNEY!!!!!!!!
PROS: $ and free publicity
CONS: No control and saturation.
MARKETING GOLDEN CHAPTER 13

8. MARKETING GOLDEN CHAPTER 13
PACKAGING FUNCTIONS
Protection (maintain function).
Convenience.
Promotion.
MARKETING GOLDEN CHAPTER 13

9. PACKAGING CONSIDERATIONS
Cost!
Tampering.
Consistency- family packaging.
Promotional role.
Environmental concerns (green marketing).
MARKETING GOLDEN CHAPTER 13

10. PACKAGING AND MARKETING STRATEGY
Can be an enormous strategic tool!
Altering
Secondary use
Category consistent
Innovative
Multiples
Handling
MARKETING GOLDEN CHAPTER 13

11. CRITICISMS OF PACKAGING
Functional problems
Safety issues
Deception
(promotions, size, coloring, etc.)
MARKETING GOLDEN CHAPTER 13