ch 12
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TRANSCRIPT
Developing & Managing Brand & Product Categories
Intro to Marketing Ch.12
Managing Brands How are products identified?
brand, logo, song, color creating and protecting a strong
identity for products and product lines is very important.
What is a Brand? Name, term, sign, symbol design, or
some combination of these used to identify the products of one firm from another.
Consumers respond to branding by making repeat purchases of the same product.
Brand loyalty measured in three ways: Brand Recognition
Consumer awareness & identification of a brand
Stage of brand acceptance where consumer knows of a brand but doesn’t prefer it to competing brands.
The first objective for new products Brand Preference
- it will be chosen over competitors’ brand
Brand Insistence- substitutes will not be accepted
Types of brands
Generic product
- black & white plain label; no advertising and no brand names
pharmaceuticals Manufacture’s
brand (National Brands)- owned by a manufacturer- HP, Sony, Pepsi-Cola, Dell
Corn
Flakes
Cereal
Private brands (Labels) - brand name placed on products marked by a wholesaler or retailer - usually lower priced
Captive Brands National Brands sold exclusively
by a retail chain
Conair Produces the Hairdryers and Curling Irons for Wal-Mart’s Captive Brand
Family brand- a brand name that identifies several products
Individual brand- brand name that identifies a specific product line- more expensive than family brands to market
P rocter & Gamble
Both
Types of brands
Product Identification Brand Names
Part of the brand consisting of words or letters that can distinguish it from the competitor
Must be carefully chosen for in order to avoid embarrassing translations.
Should communicate a correct connotation.
Should qualify for legal protection.
Brand Marks
A firm’s distinguishing symbol or pictorial design.
Generic names fail the test of uniqueness
Developing Global Brand Names & Trademarks
An excellent brand name or symbol in one country may prove disastrous in another.
A Trademark
Brand for which the owner claims exclusive legal protection.-Trademark Protection
Ensures the differentiation of a brand in consumers’ mind.
Allows a brand name, brand mark, or slogan to be used legally
Trade Dress Visual cues used in branding an
overall look that may be related to color selections, sizes, package, label shapes
Trademarks
Packaging
Three goals:
Protect against damage, spoilage, and pilferage.
Assist in marketing the product.
Be cost-effective
Labeling Contains brand name or symbol, name
and address of manufacture or distributor, composition and size, recommended use for the product.
Nutrition Labeling and Education Act of 1990.- Requires detailed nutritional information.
Promotional and informational, very important part of the package
Unsubstantiated or misleading claims on product labels risk fines or lawsuits
UPC code RFID Tags may replace UPC
New Product Planning
A steady flow of new product entries must be available if the firm is to survive.
Product Failures
Product Positioning Consumers perception of a products
attributes, uses, quality, & benefits. Cannibalization
Loss of sales of a current product due to competition from a new product in the same line.
Consumer Adoption Process - Adopter Categories
Based on Relative Times of Adoption
New Product Development Process Idea Screening Business Analysis Development Test Marketing Commercialization
Product Safety Growth in the number of product liability
lawsuits. Safety warnings appear on labels
True examples: Sears hair dryer: Do not use while sleeping Fritos bag: You could be a winner! No purchase
necessary. Details inside Sainsbury’s Peanut bag: Warning: Contains nuts Nytol Sleep Aid: Warning: May cause drowsiness Boot’s Children’s Cough Medicine: Do not drive or
operate heavy machinery