1. MANAGING PRODUCTS AND BRANDS
CHAPTER 11
MANAGING PRODUCTS AND BRANDS

2. THE PRODUCT LIFE CYCLE
How stages of the PLC relate to a firm’s marketing objectives and marketing mix actions

3. THE PRODUCT LIFE CYCLE Introduction Stage Growth Stage Maturity Stage
Decline Stage
Deletion
Harvesting

4. THE PRODUCT LIFE CYCLE Dimensions of the Product Life Cycle
Length of the Product Life Cycle
Shape of the Product Life Cycle
The Product Level: Class and Form
The Life Cycle and Consumers

5. Alternative product life cycles

6. Five categories and profiles of product adopters

7. MANAGING THE PRODUCT LIFE CYCLE
Role of a Product Manager
Modifying the Product
Modifying the Market
Finding New Users
Increasing Use
Creating New Use Situation

8. MANAGING THE PRODUCT LIFE CYCLE
Repositioning the Product
Reacting to a Competitor’s Position
Reaching a New Market
Catching a Rising Trend
Changing the Value Offered
Trading up
Trading down
Downsizing

9. BRANDING AND BRAND MANAGMENT
Brand name
Trade name
Trademark

10. BRANDING AND BRAND MANAGMENT
Brand Personality and Brand Equity
Creating Brand Equity
Valuing Brand Equity
Licensing
Picking a Good Brand Name

11. Customer-based brand equity pyramid

12. Alternative branding strategies

13. PACKAGING AND LABELING
Creating Customer Value Through Packaging and Labeling
Communication Benefits
Functional Benefits
Perceptual Benefits

14. PACKAGING AND LABELING
Global Trends in Packaging
Environmental Sensitivity
Health and Safety Concerns

15. PRODUCT WARRANTY Express warranty Limited coverage Full coverage
Implied coverage