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Part 4 - Products Chpt 10 - Product Mgmt Slide 1 Branding Brand Name Co-branding Trademarks National brand / Private brand / generic brand Brand Recognition.

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Presentation on theme: "Part 4 - Products Chpt 10 - Product Mgmt Slide 1 Branding Brand Name Co-branding Trademarks National brand / Private brand / generic brand Brand Recognition."— Presentation transcript:

1 Part 4 - Products Chpt 10 - Product Mgmt Slide 1 Branding Brand Name Co-branding Trademarks National brand / Private brand / generic brand Brand Recognition / Equity Brand Preference / loyalty Brand Insistence Brand Association

2 Part 4 - Products Chpt 10 - Product Mgmt Slide 2 The Product Area Involves Many Strategy Decisions

3 Part 4 - Products Chpt 10 - Product Mgmt Slide 3 A name, term, sign, symbol, or design (or some combination thereof) used to identify the products of one firm and to differentiate them from competitive offerings. TEXT Something used to show customers that one product is different than the products of another manufacturer. WTGR Brand Page 216

4 Part 4 - Products Chpt 10 - Product Mgmt Slide 4 Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its competitors. Page 216

5 Part 4 - Products Chpt 10 - Product Mgmt Slide 5 Co-Branding Two companies join to create a new product carrying both their brands.

6 Part 4 - Products Chpt 10 - Product Mgmt Slide 6 Co-Branding Examples: McCains cake and KFC McDonalds & movie Mulan Pizza Hut & Pepsi Cereal box with other thing inside Pizza Pizza and Blockbuster video rental & Chocolate bar Cinelex Odeon and Blockbuster

7 Part 4 - Products Chpt 10 - Product Mgmt Slide 7 A brand that has been given legal protection and has been granted solely to its owner. Trademark

8 Part 4 - Products Chpt 10 - Product Mgmt Slide 8 Generic Name Brand Generic Goods National Brand Private Brand

9 Part 4 - Products Chpt 10 - Product Mgmt Slide 9 1. Manufacturers’/ National a) Family b) Individual 2. Private - 3. Generic - Brand Strategy

10 Part 4 - Products Chpt 10 - Product Mgmt Slide 10 Battle of the Brands Manufacturer Brands Manufacturer Brands Also called national brands Created/owned by producers Develop demand across many markets Dealer Brands Also called private brands or store brands Created/owned by middlemen Create higher margins for dealers Who Should Do the Branding?

11 Part 4 - Products Chpt 10 - Product Mgmt Slide 11 Examples of the 3 differences between a national brand, a private brand and a generic brand Philadelphia Cream CheesePhiladelphia Cream Cheese IGA Cream CheeseIGA Cream Cheese No Name brand cream cheeseNo Name brand cream cheese

12 Part 4 - Products Chpt 10 - Product Mgmt Slide 12 Manufacturer / National Brand products that carry the name of the manufacturer “… brands created by the manufacturers…” ie. Maxwell House coffee ie. Philadelphia cream cheese

13 Part 4 - Products Chpt 10 - Product Mgmt Slide 13 Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese

14 Part 4 - Products Chpt 10 - Product Mgmt Slide 14 Generic Name Brand A brand name over which the original owner has lost exclusive claim because all offerings in the associated class of products have become generally known by the brand name (usually that of the first or leading brand in that product class). TEXT names for product categories ie. Velcro is the brand - “hooked fabric fastener” is the generic name ie. Xerox is the company “photocopy” is the generic name, - other examples???????? “rollerblades, Styrofoam”, Jello, Vaseline, Q-tips, Kleenex

15 Part 4 - Products Chpt 10 - Product Mgmt Slide 15 Terms non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc. Generic Goods

16 Part 4 - Products Chpt 10 - Product Mgmt Slide 16 1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Brand Loyalty Categories

17 Part 4 - Products Chpt 10 - Product Mgmt Slide 17 Brand Recognition / EquityBrand Recognition / Equity Brand Preference / LoyaltyBrand Preference / Loyalty Brand Insistence __________________Brand Insistence __________________ Brand AwarenessBrand Awareness Brand AssociationBrand Association Page 220

18 Part 4 - Products Chpt 10 - Product Mgmt Slide 18 Brand Rejection Brand Non- Recognition Brand Recognition Brand Preference Brand Insistence Brand Ambassador

19 Part 4 - Products Chpt 10 - Product Mgmt Slide 19 Brand Recognition / EquityBrand Recognition / Equity - awareness, loyalty, quality, emotion Brand Preference / LoyaltyBrand Preference / Loyalty - the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence) ________________________________________________ Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire

20 Part 4 - Products Chpt 10 - Product Mgmt Slide 20 Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Not in the text

21 Part 4 - Products Chpt 10 - Product Mgmt Slide 21 Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire Paul Hogan - Subaru James Earl Jones (voice of CNN) Chihuahua - Taco Bell Jordan - Nike Julia Louis Dryfuss - Nice and Easy Candice Bergen - Sprint Canada Not in the text

22 Part 4 - Products Chpt 10 - Product Mgmt Slide 22 Brand Association Brand Association - the link to favourable images, celebrities, geographic regions white diamonds - liz taylor BMW Z3 - 007 roots hats - olympics fubu - urban trend / hip hop right guard - Sir Charles Ru Paul - MAC Cosmetics Seinfeld - AMEX Not in the text

23 Brand Awareness -your product is the first that comes to mind in a certain product category eg. ice tea = Snapple, running shoes = Nike

24 Part 4 - Products Chpt 10 - Product Mgmt Slide 24 Most Valuable Global Brands Coca Cola$36Billion Nescafe$11Billion Kodak$10Billion Microsoft$ 9.8Billion Budweiser$ 9.7Billion Kellogg's$ 9.3 Billion BrandsBrand value Motorola$ 9.2 Billion Gillette$ 8.2Billion Bacardi$ 7.1Billion Marlboro$33Billion Source: Financial World 14-2

25 Part 4 - Products Chpt 10 - Product Mgmt Slide 25 Short & Simple Easy to Spell & Read Easy to Recognize & Remember Easy to Pronounce Can Pronounce in Only One Way Can Pronounce in All Languages Suggests Product Benefits Meets Packaging/Labeling Needs No Undesirable Imagery Always Timely Adapts to Any Advertising Medium Legally Available for Use Thinking about a new brand

26 Part 4 - Products Chpt 10 - Product Mgmt Slide 26 Terms brand trademark logo copyright

27 Part 4 - Products Chpt 10 - Product Mgmt Slide 27 Terms trademark a brand that has been given exclusive legal protection - name and the designa brand that has been given exclusive legal protection - name and the designcopyright music, or words that are given legal ownership by the authormusic, or words that are given legal ownership by the author page 473

28 Part 4 - Products Chpt 10 - Product Mgmt Slide 28 Terms Trademark a brand that has been given exclusive legal protection - name and the designa brand that has been given exclusive legal protection - name and the design “… legal protection against any other company using a trademark that might be confused with its own …” page 273

29 Part 4 - Products Chpt 10 - Product Mgmt Slide 29 Terms copyright music, or words that are given legal ownership by the authormusic, or words that are given legal ownership by the author Not in the text

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