Download BRANDING

BRANDING
 Brand
 Brand Name
 Brand Mark
 Trademark
 Trade Name
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VALUE OF BRANDING
Buyers: Helps identify and facilitate
purchases and can be a status symbol.
Sellers: Creates identity, helps with
NPD, and facilitates promotions.
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BRAND LOYALTY
A customer’s favorable attitude toward a
specific brand.
Brand recognition
Brand preference
Brand insistence
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BRAND EQUITY
Marketing and financial value
associated with a brand’s strength.
Brand name awareness
Brand loyalty
Perceived brand quality
Brand associations
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TYPES OF BRANDS
Manufacturer
Private Label (distributor)
Generic
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BRANDING POLICIES
Individual: Firm names each brand
differently (P&G).
Family: All firm’s products have same
name.
Brand-extension: Use existing name for
new or improved product (extension).
Co-Branding: Two or more brands on
one product.
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BRAND LICENSING
Firm allows another company to use
brand on its products (for a fee, of
course!).
For example: DISNEY!!!!!!!!
PROS: $ and free publicity
CONS: No control and saturation.
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PACKAGING FUNCTIONS
Protection (maintain function).
Convenience.
Promotion.
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PACKAGING
CONSIDERATIONS
Cost!
Tampering.
Consistency- family packaging.
Promotional role.
Environmental concerns (green
marketing).
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PACKAGING AND
MARKETING STRATEGY
Can be an enormous strategic tool!
Altering
Secondary use
Category consistent
Innovative
Multiples
Handling
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CRITICISMS OF PACKAGING
Functional problems
Safety issues
Deception
(promotions, size, coloring, etc.)
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