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Designed by Eric Brengle B-books, Ltd.

9. Marketing Lamb, Hair, McDaniel. Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University. Product Concepts. CHAPTER 9. Branding. LO 4. Describe marketing uses of branding. Brand. Brand. LO 4.

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Designed by Eric Brengle B-books, Ltd.

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  1. 9 MarketingLamb, Hair, McDaniel Designed by Eric Brengle B-books, Ltd. Prepared by Deborah Baker Texas Christian University Product Concepts CHAPTER 9

  2. Branding LO4 Describe marketing uses of branding

  3. Brand Brand LO4 A name, term, symbol, design, or combination thereof that identifies a seller’s products and differentiates them from competitors’ products.

  4. Brand Name That part of a brand that can be spoken, including letters, words, and numbers Brand Mark The elements of a brand that cannot be spoken Brand Equity The value of company and brand names GlobalBrand A brand where at least 20 percent of theproduct is sold outside its home country Branding LO4

  5. Product Identification Repeat Sales New Product Sales Benefits of Branding LO4

  6. Global North American 1. Apple 1. Apple 2. Google 2. Google 3. IKEA 3. Target 4. Starbucks 4. Starbucks 5. Al Jazeera 5. Pixar Top Five Global and North American Brands LO4 SOURCE: Deborah L. Vence, “Not Taking Care of Business,” Marketing News, March 15, 2005, p. 19.

  7. Brand No Brand Manufacturer’s Brand Private Brand IndividualBrand Family Brand Combi-nation IndividualBrand Family Brand Combi-nation Branding Strategies LO4

  8. Generic Product Generic Brand LO4 A no-frills, no-brand-name, low-cost product that is simply identified by its product category.

  9. Manufacturers’ Brands VersusPrivate Brands LO4 Manufacturers’ Brand The brand name of a manufacturer. Private Brand A brand name owned by a wholesaler or a retailer. Also known as a private label or store brand.

  10. Advantages of Manufacturers’ Brands LO4 • Heavy consumer ads by manufacturers • Attract new customers • Enhance dealer’s prestige • Rapid delivery, carry less inventory • If dealer carries poor quality brand, customer may simply switch brands and remain loyal to dealer

  11. Advantages of Private Brands LO4 • Earn higher profits on own brand • Less pressure to mark down price • Manufacturer can become a direct competitor or drop a brand/reseller • Ties customer to wholesaler or retailer • Wholesalers and retailers have no control over the intensity of distribution of manufacturers’ brands

  12. Individual Brands Versus Family Brands LO4 Individual Brand Using different brand names for different products. Family Brand Marketing several different products under the same brand name.

  13. IngredientBranding Types of Cobranding Cooperative Branding Complementary Branding http://www.bose.com Online Cobranding LO4

  14. Trademarks A Trademark is the exclusive right to use a brand. LO4 • Many parts of a brand and associated symbols qualify for trademark protection. • Trademark right comes from use rather than registration. • The mark has to be continuously protected. • Rights continue for as long as the mark is used. • Trademark law applies to the online world. TM

  15. Packaging LO5 Describe marketing uses of packaging and labeling

  16. Functions of Packaging LO5 Contain and Protect Promote Facilitate Storage, Use, and Convenience Facilitate Recycling http://www.levesquedesign.com/ http://www.design4packaging.com Online

  17. Labeling Persuasive Informational • Focuses on promotional theme • Consumer information is secondary • Helps make proper selections • Lowers cognitive dissonance • Includes use/care Online LO5 http://www.fda.gov

  18. Universal Product Codes (UPCs) A series of thick and thin vertical lines (bar codes), readable by computerized optical scanners, that represent numbers used to track products. Universal Product Codes LO5

  19. Global Issues in Branding and Packaging LO6 Discuss global issues in branding and packaging

  20. One Brand NameEverywhere Global Options for Branding Adaptations & Modifications Different Brand Names in Different Markets Global Issues in Branding LO6

  21. Labeling Global Considerations for Packaging Aesthetics Climate Considerations Global Issues in Packaging LO6

  22. Branding Choices: 1 name Modify or adapt 1 name Different names in different markets Packaging Considerations: Labeling Aesthetics Climate REVIEW LEARNING OUTCOMEGlobal Issues in Branding and Packaging LO6

  23. REVIEW LEARNING OUTCOMEProduct Warranties LO7 Express warranty = written guarantee Implied warranty = unwritten guarantee

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