Presentation on theme: "Exam I COMING SOON! To a classroom near you! October 12."— Presentation transcript:
Exam I COMING SOON! To a classroom near you! October 12
Branding Manufacturers brands Makes it possible for producer to be identified. Symbol of product quality. Quaker Oats, Green Giant, NIKE, Sony, Whirlpool, FUBU, Coke, Calvin Klein Producer takes active role in marketing the brand.
Private brands Retailer creates its own brand name. Manufacturer is not identified. Sears Craftsman tools, Roadhandler ties, Die Hard battery; JC Penny Arizona jeans Private brands allow retailers to gain more control over pricing and promotion, to differentiate themselves from competitors and thus create a more distinct store image, to appeal to certain target markets better, and to gain higher gross margins.
Battle of brands Retailers and manufacturers do not always see eye-to- eye. Private brands allow retailer to gain greater control, have some leverage with manufacturers.
Individual Branding Each item in p-line has different name. Pro's: creates separate identities. Good for multi-segment strategies (P&G detergents). If one product fails a negative image is not spilled over to the other product items. Con: does not capitalize on previous successes of related items. Branding Strategies
Family branding All products in the line/mix carry similar names. Liz Claiborne clothing, Liz Claiborne perfume and cosmetics Budweiser, Bud Lite, Bud Dry, Bud Ice Kroger milk, Kroger orange juice, Kroger beans Pro: Easy for consumer to identify quality. Can build on previous successes. Con: A product failure can harm sales of related items
Licensing & Co-Branding Licensing: buying the right to use another’s name, logo, and/or symbols. Sealy Furniture (well know for mattresses) Calvin Klein (high-end image in clothing) Peanuts gang (on various items) Co-Branding: two companies work together to develop a product that is consistent with both of their images. More of a partnership Ford and Eddie Bauer Lane Furniture and Eddie Bauer
Trademarks and Service Marks Must be distinctive: arbitrary, or fanciful CLOROX, KODAK, V-8, IVORY soap Or, can be suggestive Greyhound Bus Line Descriptive marks, misspellings not protected. Shredded Wheat, NU (for new), LITE Protect mark so that it does not become generic aspirin, thermos, cellophane
Warranties Express or Implied Express: coverage is specifically stated Implied: what would a "reasonable man" expect Makes it easy to buy, reduce financial risk Sears Craftsman tools have lifetime guarantee