Part 4 - Products Chpt 10 - Product Mgmt Slide 1 Branding Brand Name Co-branding Trademarks National...

Part 4 - Products

Chpt 10 - Product MgmtSlide 1

Branding

Brand Name

Co-branding

Trademarks

National brand / Private brand / generic brand

Brand Recognition / Equity

Brand Preference / loyalty

Brand Insistence

Brand Association

Part 4 - Products


The Product Area Involves Many Strategy Decisions

Part 4 - Products


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

Brand

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

Trademark

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Generic Name Brand

Generic Goods

National Brand

Private Brand

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1. Manufacturers’/ National

a) Familyb) Individual

2. Private -

3. Generic -

Brand Strategy

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Battle of the

Brands

ManufacturerBrands

ManufacturerBrands

• Also called national brands

• Created/owned by producers

• Develop demand across many markets

Dealer BrandsDealer Brands

• Also called private brands or store brands

• Created/owned by middlemen

• Create higher margins for dealers

Who Should Do the Branding?

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

generic brand

• Philadelphia Cream CheesePhiladelphia Cream Cheese

• IGA Cream CheeseIGA Cream Cheese

• No Name brand cream cheeseNo Name brand cream cheese

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Manufacturer / National Brand

products that carry the name of the manufacturer“… brands created by the manufacturers…”

ie. Maxwell House coffeeie. Philadelphia cream cheese

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Private Brand

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

ie. MasterChoice coffeeie. MasterChoice coffeeie. IGA cream cheeseie. 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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Terms

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

Generic Goods

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1. Brand Recognition (also called Brand Equity)

2. Brand Preference / Loyalty

3. Insistence

Brand Loyalty Categories

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•Brand Recognition / EquityBrand Recognition / Equity

•Brand Preference / LoyaltyBrand Preference / Loyalty

•Brand InsistenceBrand Insistence____________________________________

•Brand AwarenessBrand Awareness

•Brand AssociationBrand Association

Page 220

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Brand Rejection

Brand Non-Recognition

Brand Recognition

Brand Preference

Brand Insistence

Brand Ambassador

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

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

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

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

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• Brand AwarenessBrand 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 AssociationBrand 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

Part 4 - Products


Brand AssociationBrand 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

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

Part 4 - Products


Most Valuable Global BrandsMost Valuable Global Brands

Coca ColaCoca Cola $$ 3636 BillionBillion

NescafeNescafe $$ 1111 BillionBillion

KodakKodak $$ 1010 BillionBillion

MicrosoftMicrosoft $ 9.8$ 9.8 BillionBillion

BudweiserBudweiser $ 9.7$ 9.7 BillionBillion

Kellogg'sKellogg's $ 9.3 Billion$ 9.3 Billion

BrandsBrands Brand valueBrand value

MotorolaMotorola $ 9.2 Billion$ 9.2 Billion

GilletteGillette $ 8.2$ 8.2 BillionBillionBacardiBacardi $ 7.1$ 7.1 BillionBillion

MarlboroMarlboro $$ 3333 Billion Billion

Source: Financial World

14-2

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Short & SimpleShort & Simple

Easy to Spell & ReadEasy to Spell & Read

Easy to Recognize & RememberEasy to Recognize & Remember

Easy to PronounceEasy to Pronounce

Can Pronounce in Only One WayCan Pronounce in Only One Way

Can Pronounce in All LanguagesCan Pronounce in All Languages

Suggests Product BenefitsSuggests Product Benefits

Meets Packaging/Labeling NeedsMeets Packaging/Labeling Needs

No Undesirable ImageryNo Undesirable Imagery

Always TimelyAlways Timely

Adapts to Any Advertising MediumAdapts to Any Advertising Medium

Legally Available for Use

Thinking about a new brand

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Terms

brand trademark

logo copyright

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Termstrademarktrademark

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

copyrightcopyright

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

page 473

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TermsTrademarkTrademark

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

“… “… legal protection against any legal protection against any other company using a trademark other company using a trademark that might be confused with its own that might be confused with its own …”…”

page 273

Part 4 - Products


Termscopyrightcopyright

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

Not in the text

Part 4 - Products Chpt 10 - Product Mgmt Slide 1 Branding Brand Name Co-branding Trademarks National...

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