1. Product Strategies

2. Branding

3. Brand: Name, term, symbol, design, or combination of these that identifies the sellers goods and services and distinguishes them from competitor’s products.

4. Brand Name: Part of the brand that can be vocalized

5. Trademark: Brand, part of brand, or brand name that is registered for 20 years with the US Patent Office and is given legal protection for the exclusive use of the seller

6. ADV to Marketer - Perhaps the only thing competitors can’t copy -Often the most distinguishing characteristic -Helps encourage customer loyalty -Helps ease new product intro

7. ADV to Retailer Brands attract customers Important part of retailer’s image

8. ADV to Customer Distinguishes between goods Simplifies shopping Indication of product quality Reduces consumer perceived risk

9. STEPS in Brand Name development Identify objectives Generate brand name alternatives Screen the alternatives Conduct trademark search Research consumers opinions Select brand name

10. Characteristics of a Good Brand Name

11. 1. It should Identify product and set it apart from competition 2. Should describe product or its function 3. Should communicate an Important quality Inherent in the product 4. Should be memorable and easy to pronounce

12. Branding Policies Manufacturer’s vs. Distributor’s Brand Generic Brands

13. Packaging 1. Functional Utility 2. Facilitate Promotional Communication

14. Factors in Package Design 1. Environmental and resource considerations 2. Financial and cost factors 3. Gov’t regulations