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Part 4 - Products Chpt 10 - Product Mgmt Slide 1 BrandBrand Name TrademarkGeneric Name Product LineProduct Mix Individual offering Page 216.

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Presentation on theme: "Part 4 - Products Chpt 10 - Product Mgmt Slide 1 BrandBrand Name TrademarkGeneric Name Product LineProduct Mix Individual offering Page 216."— Presentation transcript:

1 Part 4 - Products Chpt 10 - Product Mgmt Slide 1 BrandBrand Name TrademarkGeneric Name Product LineProduct Mix Individual offering Page 216

2 Part 4 - Products Chpt 10 - Product Mgmt Slide 2 Co-Branding Two companies join to create a new product carrying both their brands.

3 Part 4 - Products Chpt 10 - Product Mgmt Slide 3 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

4 Part 4 - Products Chpt 10 - Product Mgmt Slide 4 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

5 Part 4 - Products Chpt 10 - Product Mgmt Slide 5 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

6 Part 4 - Products Chpt 10 - Product Mgmt Slide 6 A brand that has been given legal protection and has been granted solely to its owner. Trademark

7 Part 4 - Products Chpt 10 - Product Mgmt Slide 7 Generic Name Brand Generic Goods National Brand Private Brand

8 Part 4 - Products Chpt 10 - Product Mgmt Slide 8 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

9 Part 4 - Products Chpt 10 - Product Mgmt Slide 9 National Brand products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese

10 Part 4 - Products Chpt 10 - Product Mgmt Slide 10 Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese

11 Part 4 - Products Chpt 10 - Product Mgmt Slide 11 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 categories ie. Velcro is the brand - “hooked fabric fastener” is the generic name ie. Xerox is the company “photocopy” is the generic name, - other examples???????? “rollerblades, Styrofoam”, Jello, Vaseline, Q-tips, Kleenex

12 Part 4 - Products Chpt 10 - Product Mgmt Slide 12 Terms non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc. Generic Goods

13 Part 4 - Products Chpt 10 - Product Mgmt Slide Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Brand Loyalty Categories Page 220

14 Part 4 - Products Chpt 10 - Product Mgmt Slide 14 Brand Recognition / EquityBrand Recognition / Equity Brand Preference / LoyaltyBrand Preference / Loyalty Brand Insistence __________________Brand Insistence __________________ Brand AwarenessBrand Awareness Brand AssociationBrand Association Page 220

15 Part 4 - Products Chpt 10 - Product Mgmt Slide 15 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 category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’s - Eire

16 Part 4 - Products Chpt 10 - Product Mgmt Slide 16 Brand AwarenessBrand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levi’s, walkman - SONY Not in the text

17 Part 4 - Products Chpt 10 - Product Mgmt Slide 17 Brand AssociationBrand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Bailey’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

18 Part 4 - Products Chpt 10 - Product Mgmt Slide 18 Brand Association Brand Association - the link to favourable images, celebrities, geographic regions white diamonds - liz taylor BMW Z roots hats - olympics fubu - urban trend / hip hop right guard - Sir Charles Ru Paul - MAC Cosmetics Seinfeld - AMEX Not in the text

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

20 Part 4 - Products Chpt 10 - Product Mgmt Slide 20 Most Valuable Global Brands Coca Cola$36Billion Nescafe$11Billion Kodak$10Billion Microsoft$ 9.8Billion Budweiser$ 9.7Billion Kellogg's$ 9.3 Billion BrandsBrand value Motorola$ 9.2 Billion Gillette$ 8.2Billion Bacardi$ 7.1Billion Marlboro$33Billion Source: Financial World 14-2

21 Part 4 - Products Chpt 10 - Product Mgmt Slide 21 Terms brand trademark logo copyright

22 Part 4 - Products Chpt 10 - Product Mgmt Slide 22 Terms trademark a brand that has been given exclusive legal protection - name and the designa brand that has been given exclusive legal protection - name and the designcopyright music, or words that are given legal ownership by the authormusic, or words that are given legal ownership by the author page 473

23 Part 4 - Products Chpt 10 - Product Mgmt Slide Manufacturers’/ National a) Family b) Individual 2. Private - page see slide Generic - page see slide 31 Brand Strategy Page 221


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