Loading in 2 Seconds...
Loading in 2 Seconds...
MKTG131 – Marketing Management. SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS). A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author.While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server.
MKTG131 – Marketing Management SETTING THE PRODUCT AND BRANDING STRATEGY (TOPIC 3 – HIGHLIGHTS)
A name, term, sign, symbol or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. WHAT IS A BRAND?
Identify the maker Simplify product handling Offer legal protection Signify quality Create barriers to market entry Serve as competitive advantage THE ROLES OF A BRAND
“Strong” brands have many competitive advantages: • High consumer awareness • Strong brand loyalty • Helps when introducing new products • Less susceptible to price competition THE “STRONG” BRAND
Brand names URLs Slogans Characters Symbols Logos THE BRANDING ELEMENTS
Memorable Meaningful “Like-able” Transferable Adaptable Protectable A BRAND ELEMENT SHOULD BE
Product attributes • Least effective • Benefits • Beliefs and values • Taps into emotions THREE LEVELS OF BRAND POSITIONING
Suggest something about the product or its benefits • Are easy to say, recognize and remember • Are distinctive • Are extendable • Translate well into other languages • Can be registered and legally protected CHARACTERISTICS OF A GOOD BRAND NAME
All the activities of designing and producing the container for a product. WHAT IS PACKAGING?
Brand connectivity Consumer attributes Company/brand image Innovation opportunity PACKAGING INFLUENCES
Light bulb package of Gloji: The unusual light bulb shaped bottle package for Gloji energy juice drinks is very creative.
Dumbbell Sports Drink Packaging: The Dumbbell Sports Drink designed by Jin Le. Each bottle weights 0.5 kg.
Peared's Designer Fruit Juice Packaging: This uniquely shaped sourced packages is a beautiful concept designed by Conor Hagan.
Fruit Textured Juice Drink Container Designs: Japanese industrial designer Naoto Fukasawa created this series of creative fruit juice packages where the container's texture, skin, and color looks like the fruit they contain.
Coconut Water Packaging: An innovative packaging for Coconut Water from the Dominican Republic.
Resealable Soda Can: Creative packaging concept that allows for a soda can to be resealed.
Milk Packaging: Creative milk packaging concept designed by Julien De Repentigny and G Lefebvre. "It represents the content of the product in the simplest way."
Wild Bunch & Co Juice: The unique and distinctive bottles with the colorful juice looks beautiful.
Reminders: Reporters for “Pricing Strategy” topics, please prepare for your report next meeting. END OF PRESENTATION