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Brand


Brand. Brand Name. Trademark. Generic Name. Product Line. Product Mix. Page 216. Individual offering. Co-Branding. Two companies join to create a new product carrying both their brands. Co-Branding. Examples: McCains cake and KFC McDonalds & movie Mulan Pizza Hut & Pepsi

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Brand

Brand Name

Trademark

Generic Name

Product Line

Product Mix

Page 216

Individual offering


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Co-Branding

Two companies join to create a new product carrying both their brands.


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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


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Brand

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

Page 216


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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


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Trademark

A brand that has been given legal protection and has been granted solely to its owner.


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National Brand

Private Brand

Generic Name Brand

Generic Goods


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Philadelphia Cream Cheese

IGA Cream Cheese

No Name brand cream cheese

Examples of the 3 differences between a national brand, a private brand and a generic brand


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National Brand

products that carry the name of the manufacturer

ie. Maxwell House coffee

ie. Philadelphia cream cheese


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Private Brand

products that carry the name of the seller, not the manufacturer

ie. MasterChoice coffee

ie. IGA cream cheese


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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 categoriesie. Velcro is the brand -“hooked fabric fastener” is the generic nameie. Xerox is the company“photocopy” is the generic name,- other examples???????? “rollerblades, Styrofoam”, Jello, Vaseline, Q-tips, Kleenex


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non-branded products that sell at discountie. dish soap, toilet paper, aluminum foil, etc.

Terms

Generic Goods


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Brand Loyalty Categories

1. Brand Recognition (also called Brand Equity)

2. Brand Preference / Loyalty

3. Insistence

Page 220


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  • Brand Recognition / Equity

  • Brand Preference / Loyalty

  • Brand Insistence__________________

  • Brand Awareness

  • Brand Association

Page 220


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Brand Recognition / Equity- awareness, loyalty, quality, emotion

Brand Preference / Loyalty- the degree to which customers are committed to further purchases eg. I will always buy Reebok (Brand Insistence)________________________________________________

Brand Awareness-your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY

Brand Association- the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’s - Eire


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Brand Awareness-your product is the first that comes to mind in a certain product categoryeg. Snapple ice tea, jeans-Levi’s, walkman - SONY

Not in the text


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Brand Association- the link to favourable images, celebrities, geographic regionsie. Red Strip - Jamaica, VW - Germany, Screech - NFLDBailey’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


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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


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


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Most Valuable Global Brands

BrandsBrand value

14-2

Coca Cola$36Billion

Marlboro$33Billion

Nescafe$11Billion

Kodak$10Billion

Microsoft$ 9.8Billion

Budweiser$ 9.7Billion

Kellogg's$ 9.3 Billion

Motorola$ 9.2 Billion

Gillette$ 8.2Billion

Bacardi$ 7.1Billion

Source: Financial World


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brand trademark

logo copyright

Terms


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trademark

a brand that has been given exclusive legal protection - name and the design

copyright

music, or words that are given legal ownership by the author

Terms

page 473


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Brand Strategy

  • 1. Manufacturers’/ National

    • a) Family

    • b) Individual

  • 2. Private - page 222 - see slide 31

  • 3. Generic - page 223 - see slide 31

Page 221