Products and Services:Branding

Jeremy Kees, Ph.D.

What is a brand??

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??

• Name• Term• Sign• Design• But even more importantly, it’s an

ECONOMIC ASSET!!

The Role of a Brand

• Identify the maker• Simplify decision making and reduce risk

• Signify quality• Create barriers to entry• Secure a competitive advantage• Secure price premium

What are the top global brands?

(according to Interbrand/Businessweek 2008)

#1?

Worth $67 BILLION!!

#2 – 5? (Hint: Think technology)

Only Restaurant in the top-10?

Only dot-com in the top-10?

Top 3 gainers?

Losers?

LINK

A great “brand” company…

• P&G– Market research

– Product innovation

– Effective brand management

What makes a brand successful?

• Recognition

• Consistent

• Emotion Evoking– Zest

– Jumpman (2)

• Uniqueness

vs

Brand Loyalty

• Brand Recognition– Schick

• Brand Preference

• Brand Insistence

Measuring and Managing Brand Equity

• Measuring Brand Success– Brand Audit

– Brand Tracking

– Brand Valuation

• Managing Brands– Reinforcement

– Revitalization

Brand Portfolio

FlankersFlankers Cash cowsCash cows

Low-end entry-level

Low-end entry-level

High-end prestige

High-end prestige

Anheuser-Busch

Packaging & Labeling

• Primary objectives of packaging:– Assistance in marketing the product (see

labeling)

– Protection from spoilage, damage, etc.

– Cost effectiveness

Packaging & Labeling

• Primary objectives of labeling:– Communication

• Identify Product

• Describe Product

• Grade Product

• Promote Product

– Warning

Packaging & Labeling

Brand Extensions

• Extending the brand to an unrelated product

• Usually a good idea…– “Carry-Over Effects”

– Lower product cost launch

– Improvements over previous products

• Sometimes not…– Brand dilution

– Inappropriate• My Favorite…

Brand Licensing

• Allowing other companies to use a brand name in exchange for a payment