1. Chapter Seven Product Positioning, Branding, and Product Line Strategies

2. Product Positioning, Branding, and Product Line Strategies
Product positioning and differentiation
Branding and brand management strategies
Brand equity
Brand and product line strategies

3. Branding A BRAND is a name or symbol used to
identify the source of a product.
Benefits of branding:
High brand awareness
Emotional connection
Brand loyalty
Price premiums
Product line extensions

4. Product Positioning What is product positioning?
Why is it important to determine a product positioning strategy?
What is the goal of a positioning strategy?
How does the positioning strategy affect market share?
Market Share
Product Position
Marketing Efforts = X

5. Product Positioning and Market Share
Figure 7-5 Product-Price Position, Marketing Efforts,
and Market Share

6. Product Positioning Strategies
Figure 7-7 Product Positioning Strategies

7. Product Positioning Strategies
Price Leadership vs. Product Differentiation
When is price leadership appropriate?
When is differentiation appropriate?
Types of differentiation
Brand Benefits
Service Benefits
Product Benefits
Trans-action Costs
Price
Customer Value
Brand Differentiation
Service Differentiation
Product Differentiation

8. Brand Differentiation
What is brand identity?
How do firms develop brand identity?
What is brand encoding?

9. Brand Assets and Liabilities
Brand awareness
Emotional connection
Brand loyalty
Product line extensions
Price premium
Brand Liabilities
Customer dissatisfaction
Product or service failures
Questionable practices
Poor record on social issues
Negative associations

10. Figure 7-15 Brand Balance Sheet and Brand Equity

11. Broad vs. Narrow Product Line
Figure 7-16 Breadth of Product Line and
Return on Invested Assets

12. Product Line Development
How do firms expand their product line?
Flanker brands
Umbrella brands
New brands
How do flanker brands benefit from umbrella brands?
Brand awareness
Known quality
Market reach
Product mix

13. Product Line Extensions and Enhancements
Vertical brand-line extensions
Horizontal brand-line extensions
New product-market brand extensions
Co-branding

14. Bundling and Unbundling Strategies
Product bundling
Pure product bundling
Mixed bundling
Product unbundling
Effects of all product-line enhancements
Scale
Substitution

15. Review Product positioning Product positioning and differentiation
Branding and brand management strategies
Brand equity
Brand and product line strategies

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