queen's comm231 - products and brands team presentation
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Product + Brand Strategy
Product + Brand
Product + Brand
Annual revenue: $500 millionValue: $1.7 billion
Leafs Value: $470 million (#1 in NHL)Raptors: $386 million
Toronto FC: $100 million)
Product + Brand
Leafs • No Cup since 1967 • Longest cup drought in NHL
Raptors• 15 years, 1 playoff series win
Toronto FC• 4 years • No playoffs• 4 coaches fired
Product + Brand
“MLSE wins on the balance sheet and loses on the fields of play” – Globe and Mail
Product + Brand
Rob Hartley
Sir Ian Blake
Martina Corbella
Fifi Falaschi Paisley McRae
Ted Lee
PRODUCTS + BRANDINGFriday, October 15, 2010
Product + Brand
The RundownProduct
Classification + Characteristics
Branding
Product + Brand
What is a product?
Product + Brand
Tangible Goods
Product + Brand
Services
Ex. Insurance Companies
Product + Brand
Combination: Good + Service
Product + Brand
What can be marketed?
Product + Brand
Organizations
Product + Brand
Places
Product + Brand
PeoplePeople
Product + Brand
Ideas & BehavioursIdeas + Behaviours
Product + Brand
So, what can be marketed?
Everything.
Product + Brand
Product LevelsProduct Levels
Product + Brand
Product + Brand
The XBOX 360
Product Classifications
Product + Brand
Consumer Products
Convenience Products Shopping Products
Consumer Products
Product + Brand
Consumer Products
Convenience Products Shopping Products
Consumer Products
Product + Brand
Consumer Products
Specialty products Unsought products
Consumer Products
Product + Brand
Consumer Products
Specialty products Unsought products
Consumer Products
Product + Brand
Industrial Products
4) Services
1) Materials and Parts 2) Capital items
Industrial Products
3) Supplies
Product + Brand
Industrial Products
Supplies
Services
Materials and Parts Capital items
Industrial Products
Supplies
Product + Brand
Product Decisions
Product + Brand
Product AttributesProduct Attributes
Quality
Performance
Conformance
Product + Brand
Product Attributes
Features
+
Design
Product Attributes
Product + Brand
Product Support ServicesProduct Support Services
Product + Brand
Product Line DecisionsProduct Line Decisions
Product + Brand
Product mix decisions
Width Length
Depth
Product Mix Decisions
Product + Brand
Product mix decisionsConsistency
Product + Brand
Brand Strategy + Management
Product + Brand
Word Association
Product + Brand
Word Association
Product + Brand
Word Association
Product + Brand
Word Association
Product + Brand
Word Association
Product + Brand
Brands that invoke emotion
Brands are intangible yet they invoke strong feelings
Product + Brand
Brands to Products
Product + Brand
Brand ExampleLet me Google that for
you.
Don’t tell me you forgot to Tivo The Office!
Skype me!
Fedex it!
Xerox it!
Brands to Verbs
Product + Brand
What can be branded?
Product + Brand
Everything.
Product + Brand
Vs.
Brand Equity
Product + Brand
Brands as Tribes
• Seth Godin• Consumers look for leaders
– Naturally we suck at making decision– Brands help make this decision
Companies as Tribes
Product + Brand
• Zappos – customer service – giving a damn• TD – access – open late• Old Spice
Brand AttributesBrand Attributes
Product + Brand
Manufactures BrandManufactures Brand
Product + Brand
Private Brands
• Sears
Private Brands
Product + Brand
LicensingLicensing
Product + Brand
Co-branding
Product + Brand
Brand Extension
Product + Brand
Multi Brands
Product + Brand
Ongoing brand managementThe Gap Re-do
Engaging your audience and customer 80/20 rule Customers
On Going Brand Management
Product + Brand
Q & A
Product + Brand
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