1. Genericized brands

2. 1. When you cut your finger, you put a ____________ on it to stop the bleeding.

3. 2. I blow my nose with this product.

4. 3. This product has a variety of uses: makeup removal, can be used on baby’s bottom during diaper change, or to heal dry skin. _______________________

5. 4. The most common use for __________________ is to clean ears.

6. 5. Most coats and sleeping bags do up using a _________________.

7. 6. If there are leftovers from dinner, we cover them with __________________ and put them away.

8. Brand Strategies
Support
Develop/Extend
License
Co-brand
Acquire

9. Brand Strategies Support for an Existing Brand
Brand strategies may change: new packaging, different target market, new ads. However, once a brand is positioned in a consumer’s mind, it is difficult to reposition it.
Example: “good for heart health”

10. Brand Strategies Development of a Brand Extension
Creation of a new product based on an older brand’s success.
EXAMPLES
Crest whitestrips

11. Brand Strategies Licensing a Successful Brand
Similar to brand extension—one company’s brand appears on another company’s products. Companies license their brand to others for a fee (percentage).
EXAMPLE: The NHL doesn’t manufacture hockey paraphernelia, they license the logos to other companies for a percentage of the sales.

12. Brand Strategies Co-Branding
When two or more brands combine and cooperate for mutual benefit, it is called co-branding.
EXAMPLES: Dell computers with Intel processors

13. Brand Strategies Acquisition of a Successful Brand
To develop an effective brand strategy, a company will purchase another successful company, using its success to boost theirs.
EXAMPLE: Pepsi bought Quaker foods