Ppt on p&g products brands

Taxation of International Transactions

, promotion, publicity, management, referral, underwriting, etc.) Cushman & Wakefield P. Ltd. In re (305 ITR 208) – referral fee received by/brand” (marketing intangible) of the foreign AE due to advertising spend of its branded products by Indian subsidiary in India: VERY common scenario is Indian subsidiary is established by big foreign brand/The Government stand on brand reimbursement seems to be supported by recent landmark Judicial judgments! Maruti Suzuki vs. ACIT (Delhi HC) L.G.Electronics vs. ACIT/


© 2006 Robins, Kaplan, Miller & Ciresi L.L.P. rkmc.com “Authorized Generics” Windfall to consumers or new strategy to harm competition?

NDA, which does not need to file an ANDA and certainly would not challenge its own patent, from marketing a brand-generic product.” © 2006 Robins, Kaplan, Miller & Ciresi L.L.P. rkmc.com Case Law Analysis (cont.) Mylan v. FDA, Case 05-2160 (4 th Cir.2006) –“The / Mylan Pharma. v. The Proctor & Gamble, CGC-04-429860 (Cal. Sup.Ct.2004). Mylan, the first ANDA, sues P&G and Watson, asserting that their agreement to market an authorized generic violates the Sherman Act. © 2006 Robins, Kaplan, Miller & Ciresi L.L/


Product: The Online Offer E-M ARKETING /6E C HAPTER 9.

29.3 billion and $10.4 billion in profit in 2010. T HE G OOGLE S TORY ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 9-4 T HE G OOGLE S TORY, CONT.  Uses a media e-business model to generate/ products.  New-product lines are new products in a different category for an existing brand name.  Additions to existing product lines. ©2012 PEARSON EDUCATION, INC. PUBLISHING AS PRENTICE HALL 9-28 P RODUCT M IX S TRATEGIES, CONT.  Improvements or revisions of existing products.  Repositioned products /


PRODUCTION MANAGEMENT

with customers and other stakeholders such as: Enhancing brand, product, company image Building brand awareness and preference Stimulating product trial Acquiring new customers Retaining existing customers Increasing/SBU level. Model created by H. G. Steinmann and G Strategies of SBU level. Model created by H.G. Steinmann and G. Schreyoegg 7 5 8 Costs 3/result in obtaining strategic target by an organization. J.M. Lehner Source: [P. Kubiński, 2005] Patterns of strategy implementation Big Small Staff effort in/


Gilbert A. Churchill, Jr. J. Paul Peter Chapter 9 Managing Existing Products Marketing.

the federal government. Family brand - the use of the same brand name for an entire product line. Co-Branding - placing two or more brand names on a product (e.g., ConAgra + Kellogg = Healthy Choice) Branding Terminology Slide 9-12 Brand Structure Private Brands Generic Brands Salsa Old El Paso Salsa Types of Brands Slide 9-13 Manufacturer’s Brands A & P Masterchoice Salsa Selecting a Brand Slide 9-14 A good brand name has several characteristics/


Welcome Day 3 Marketing 100 October 2009 Product, branding packaging

-O Coke Rollerblade Ziploc Kleenex Post-It Xerox FedEx Razor October, 2009 Brand Development Strategies Marketing 100 – Day 3 Brand Development Strategies Line Extension Most “new” products (new flavors, forms, colors, Ingredients, etc.) Multibrands (e.g., P & G, Estee Lauder) Brand Extension (e.g., Virgin airlines g Virgin mobiles) New Brands Existing New Product Category Name New Brands & Multibrands: + unique positioning, brand equity Extensions: widely used but most fail ! Many risks Extending a/


Multivariate ANOVA: Advanced Designs

products of the # of main effects) For each node, add a subscript that indicates the degrees of freedom for that term. Degrees of freedom for a term are found by starting with the superscript for that particular node and subtracting out the degrees of freedom for all terms connected with arrows above it. Grand Mean11 Brand21 Temp21 (Box)64 Brand/ Data Structures and Associated Linear Models, in Essays in Honor of C. R. Rao, G. Killianpur, P. R. Krishnaiah, J. K. Ghosh,eds. New York: North Holland, 397-410./


Setting Product Strategy. What is a Product? Anything that can be offered to a market for attention, acquisition, use, or consumption and that might satisfy.

profitable, are there other reasons for the retailer to develop the store brand? Brand-Name Decision Individual names E.g. P&G, Toyota. Blanket family names E.g. Sony, Hitachi, and Panasonic. Separate family names for all products E.g. 黑松公司 – 碳酸飲料 → 黑松, 果汁 → 綠洲, 咖啡 → 韋恩. Corporate name combined with individual product names E.g. 統一純喫茶, 統一茶裏王. Brand-Name Selection Suggest something about the product’s benefits and qualities, e.g. OFF! bug spray. Easy to pronounce, recognize, and remember, e/


CHAPTER 11 BUILDING BRANDS WITH THE INTERNATIONAL MARKETING MIX part four: managing marketing.

nightmare the fifth P? product price promotionplace international packaging considerations include: laws and regulations – e.g. composition, recycling culture – e.g. language, common usage, colours education and literacy levels – e.g. impact on instructions protection during transport – maybe over longer distances services marketing mix branding brand image - identity, personality, values brand equity brand types branding strategies brand loyalty the brand’s personality brand identity brand image shapes its/


P&G and BrainJuicer Partnering on Idea Prioritization

Grooming 6% Overall Brand 4% in Food 2% in Feminine Care 2% in Baby 82% New Product Development 18% Non-NPD 35% Communication or Claims 32% Names 11% Positioning Statements 9% Promotion Ideas 7% Other 6% Early Pack Design Iterations 2013 Global FEI Pilot in Hair Care for IQR 5 US Predictive Markets Norm Predicting Market Impact Distribution of P&G Ideas vs. BrainJuicer/


Software & Services Group, Developer Products Division Copyright© 2010, Intel Corporation. All rights reserved. *Other brands and names are the property.

{ x[i]=x[i]+y[i]; } } #else for(i=0;i<1000;i++) { x[i]=x[i]+y[i]; if(p) { y[i]++; } } #endif } printf("x[123]= %f ",x[123]); } Some example estimation for loop unswitching effectiveness: int main() { float x[/i] = F(i); for (i = 0; i < n; i++) b[i] = G(i,a[i]); Loop fusion Software & Services Group, Developer Products Division Copyright© 2010, Intel Corporation. All rights reserved. *Other brands and names are the property of their respective owners. Loop peeling (splitting) is an optimization, which/


Copyright © 2009, Intel Corporation. All rights reserved. *Intel and the Intel logo are registered trademarks of Intel Corporation. Other brands and names.

products http://www.threadingbuildingblocks.org/ Copyright © 2006, Intel Corporation. All rights reserved. Prices and availability subject to change without notice. *Other brands/ by-reference [=]  by-value []  no capture [&](float x) {sum+=x;} [&]{return *p++;} [=](float x) {return a*x+b;} []{return rand();} [](float x, float y)->float { /Other brands and names are the property of their respective owners 59 task_group task_group g;... g.run(functor 1 );... g.run(functor 2 );... g.run(functor k );... g./


Brand New Children: How Kids Become Consumers Lambrick Park Pre-School and Daycare, May 4, 2015.

take place in and through the market. Source: Allison Pugh. Longing and Belonging: Parents, Children and Consumer Culture, p. 230 Canadian Association of Broadcasters’ statement on advertising to children “Advertising that is directed to children must not exploit / or the “nag factor,” as children use their influence and product knowledge to motivate parents toward particular brands Children have a degree of purchasing power on their own, e.g., allowances, gifts from relatives But they are far more valuable /


ANDY CATHY MARYNAN RINKAMARTIN  Procter and Gamble Company (P&G) was founded by William Procter and James Gamble, in April 1837 to manufacture soap.

of a new haircare technology it would be a lot better to launch it in a new brand name so as to avoid it from being associated with other P&G products. Being the first product offering the new technology in a new brand name would surely catch the attention of the Europeans.  What is the longer-term marketing objective?  To be able to improve the/


Economic and Legal Options for Creating ”Nation Brands” – Examples from Hungary Development and Strengthening of a Nation Brand in Countries in Transition.

quality or characteristics. Applications for collective/certification marks have to be accompanied by a regulation governing e.g. the conditions and the control of the use of the mark. 32 Collective marks Owner: Pest Megyei Agrá/ traditional and regional or local agricultural products and to improve their reputation - as a result of the program, the professional and historical description of 300 products has been completed 40 Other instruments for creating ”nation brands” in Hungary ”Pálinka Act” (Act LXXIII of /


Product and Branding Strategies. The Product and the Product Mix Product Physical goods Services Experiences Events Persons Places Properties Organizations.

No reposi- tioning Brand No brand Brand No brand Branding Decision Brand Sponsorship  Manufacturer’s brands  Also called national brands (e.g., Dogus Cay, Glade …)  Private brands  Also called store or distributor brands (e.g., Migros, Carrefour, …)  Licensed brands (Ferrari hats, Disney toys, Mc Donalds toys) Brand Name Decisions  Individual names  (e.g. Unilever: Omo, Cif)  Blanket family names  (e.g. Arçelik, Bosch, Pınar)  Separate family names for all products  (e.g.Sears: Kenmore for/


Chapter 11 Product and Brand Decisions. 2002 – Chapter 11Andrew P. Yap - FIU – MAR 4156 Basic Product Concepts A product can be defined as –a collection.

a similar image and positioning throughout the world (e.g. Coca-Cola, Nike, Gillette) 2002 – Chapter 11Andrew P. Yap - FIU – MAR 4156 Global Products and Brands Combination or tiered branding is using a corporate name combined with a product brand name (e.g. Sony Walkman) Cobranding is branding in which two or more different company or product brands are featured prominently on product packaging or in advertising (Dell and Intel) 2002 – Chapter/


Marketing Research on Campuswide Brand Awareness and Brand Loyalty of Shampoos and Bodywash Products ——Made by Class2 Group7.

brands we use everyday are from the same company named Procter & Gamble , PG for short.  PG is one of the largest consumer goods company in the world. Moreover, PG builts a majority of market share with Unilever company in Chinese market and even the world market.  Many factors are related to the success of PG, Product Differentiation is one of the vital factors.  Otherwise, PG company’s product/


Procter&Gamble.  P&G,Started at 1837,is one of the biggest daily commodities companies in the world. In the new world Top 500 companies,rank as the 86.

Wella AG, a leading hair care company.  2005 P&G and Gillette merge into one company and add five more Billion Dollar Brands to product portfolio including Gillette and Brauns shaving and grooming products, the Oral-B dental care line and Duracell batteries. P&G IN CHINA  1988,P&G set the first joint venture in China —Guangzhou P&G company. Now, P&G has set several joint ventures or sole proprietorships in/


Prof. G. Doukidis 1 1. Introduction  What is eCommerce  Features of eCommerce system  Is there an added value to eCommerce? 2. The Business value of.

service 2.Business value of eCommerce Prof. G. Doukidis 12 4 Building a brand or corporate image is of prime interest in some industries, those with commodity products or high competition.  in the soft-/p 8 ) (which makes switching more expensive), product differentiation (p 4, p 5, p 9 ) and experience (p 7 ) 4proposition B3: … facilitates the introduction of substitute products in a market due to product innovation (p 6 ). NEW ENTRANTS AND SUBSTITUTE PRODUCTS 3.eCommerce and competitive advantage Prof. G/


Slides Industrial Organization: Markets and Strategies Paul Belleflamme and Martin Peitz © Cambridge University Press 2009 Part V. Product quality and.

r H – p for a product of high quality r L – p for a product of low quality discount factor δ < 1 Brand that covers an array of diverse products production costs c H/product to the costumer’s experience with another product Branding Chapter 13 – Branding © Cambridge University Press 2009 18 Case. Case. Virtues of the Virgin brand Virgin brand is perhaps the ultimate example of umbrella branding Span diverse industries including travel, tourism, telecommunications, media, bottled drinks, health and finance e.g/


BRANDS UNIT 08. WHAT IS THE DIFFERENCE BETWEEN A PRODUCT AND A BRAND?  PRODUCT - anything capable of satisfying a want or a need a want or a need  BRAND.

the luxury goods market. HOW MANY COLLOCATIONS DO YOU REMEMBER?  leading p _________  e_________ the product  poor p _________ policy  e _________ collectors  e _________ items  g _________ millions in revenue revenue  c _________ director  l _________ a campaign  multi-brand c _________  build a r _________  s _________ symbols  i _________ status  g _________ locations  product d _________  select j _________  c _________ image  leading v/


Xerox 10/98 1 Positioning G Positioning concept G Perceptual mapping G Preference mapping G Positioning the Infiniti G20 car.

products (and new concepts) along various attributes, perceptions of similarities between brands, preferences for the products, or measures of behavioral response of customers toward the products. Xerox 10/98 3 Positioning Bases G Life style (self-concept) positioning G Attribute positioning G Benefit positioning G Competitive positioning G Time-based (e.g/10/98 41 U(P) =  a ij x ij a i=1 k j=1 P:A particular product/concept of interest U(P):The utility associated with product P a ij :Utility associated/


Building Celebrity Brands: Understanding Consumer Responses to Endorser Failures Allyn White, Mississippi State University Cynthia Webster, Mississippi.

functional or functional) on consumer responses to learning of such information Examine the effects of endorser-product congruence on the failure type-consumer response relationships 3 Conceptual Framework Celebrity endorsements are a highly/failure/control scenario and items assessing: Brand and Endorser Attitudes (e.g., 1=strongly dislike; 7=strongly like) Brand Purchase Intentions (e.g., 1=unlikely; 7=likely) Pretests & Manipulation Checks –Evidence of effective manipulation (p≤.05) across all studies 12 /


A WARD -W INNING S KINCARE... Recognized worldwide for its superlative results, phenomenal image/branding, and global presence, Pevonia Botanica Skincare.

Best Overall Spa Won by Monart Destination Spa P EVONIA UK I RISH T ATLER S PA A WARDS 2010 P EVONIA A SIA S PA C HINA A WARDS 2010 Won Most Popular Spa Product/Brand of the Year N ATIONAL A WARDS 2009 C ONSUMER T REND N EWS G REEN S EAL O F A PPROVAL 2008/ - 2009 O RGANIC T RADE A SSOCIATION M EMBER A MERICAN S PA 2009 P ROFESSIONAL ’ S C HOICE A WARDS Winner in /


BRAND SYMBOL Is a strong component of the visual language of any brand.

SLOGAN OR JINGLE SSYMBOL EXPOSURE PPUBLICITY EEVENT SPONSERSHIP CCONSIDER BRAND EXTENSION UUSING CUES RRECALL REQUIRES REPETITION Establishing Brand Awareness Increasing the familiarity of the brand through repeated exposure (for brand recognition) Forging strong associations with the appropriate product category or other relevant purchase or consumption cues (for brand recall) 2.23 Salience Dimensions Depth of brand awareness Ease of recognition and recall/


The Entertainment Product. P P P P The Marketing Mix—The Four Ps 2 involve the goods, services, or ideas used to satisfy consumer needs. Product Decisions.

of the marketing mix in today’s business world. What does the brand __________ communicate or mean to you? (e.g. Campbell’s, Disney, Nike) Vital to the success of companies and products Terms Brand identity is a consistent feeling or image that consumers recognize when encountering the brand Brand mark is a brand name and symbol Soundmark Soundmark is a trademark identified by a sound associated/


® * Other brands and names may be claimed as the property of others. CS 201 Computer Systems Programming Chapter 13 “x86 Architecture”  Herbert G. Mayer,

Rev. 1.0 HM 10/7/2010 Derived from Herbert G. Mayer’s 2003, 2010 Presentations to: Intel Software College ® * Other brands and names may be claimed as the property of others./, etc. –Performance benchmarks, performance counters –Differentiation Intel vs. competitor products –CISC vs. RISC ® * Other brands and names may be claimed as the property of others. 32 x86/ DP FP ops: part of 144 WNI –Regs unchanged in Pentium ® 4 from P III –Ops added  NetBurst: generic term for: HyperThreading & quad-pumped bus &/


® * Other brands and names may be claimed as the property of others. CS 201 Computer Systems Programming Chapter 13 x86 Architecture Herbert G. Mayer,

Rev. 1.0 HM 10/7/2010 Derived from Herbert G. Mayer’s 2003, 2010 Presentations to: Intel Software College ® * Other brands and names may be claimed as the property of others./, etc. –Performance benchmarks, performance counters –Differentiation Intel vs. competitor products –CISC vs. RISC ® * Other brands and names may be claimed as the property of others. 32 x86/ DP FP ops: part of 144 WNI –Regs unchanged in Pentium ® 4 from P III –Ops added  NetBurst: generic term for: HyperThreading & quad-pumped bus &/


Diyah Ayu Amalia Avina M.Si NIP 198212302008122003 BRAND ARCHITECTURE (BRAND STRUCTURES)

, better payment for the employee, 3. INDIVIDUAL BRAND Here the brand may sit within the family with no obvious link to any of its siblings. For example, pampers products are owned by P&G but they have a strong, clearly identifiable, standalone presence within the brand family. (downy or pampers as individual brand) 2. FAMILY OR UMBRELLA BRANDS? These brands support various products or services under the same name in/


Sweet Sorghum Improvement and Production in Brazil

Fiber and Percent Water of four sweet sorghum cultivars at Embrapa Maize and Sorghum, Sete Lagoas, Brazil, 1986/87. BR 501 = Brandes, BR 505 = Wray, BR506 and BR507 are new derived varieties Total sugars (% juice) Brix (% juice)) BR 505 Period / + P - P + P - P + P - P Pelos de raízes dos genótipos SC283 (eficiente) e BR007 (responsivo) em estresse de P SC283 BR007 BR007B SC 283 +P -P Produção diferencial de Sorgoleone Sorgoleone per unit RFW (mg/g) em Sorgo SC 283 – SEM FÓSFORO Sorgoleone Production by /


Brand-Product Relationship

between brand and product (or service) product brand line brand range brand umbrella brand source brand (or parent brand) endorsing brand Brand-Product Relationship Product-Brand Strategy Company X To assign an exclusive name to a product, having its own individual positioning Brand portfolio correspond to product portfolio Brand A Brand B Brand N Product A Product B Product N Each new product receiving its own personal brand name Positioning A Positioning B Positioning N ▶적용한 사례에는 어떤 것이 있을까? □ P&G/


10 Steps to Thermal Package Qualification

protect from CO2 ) Cryogenically Frozen, CO2 or LN2: (-70° or -180°C) Reference: USP & ICH 12 © 2008 Tegrant Corporation, ThermoSafe Brands 12 13 © 2008 Tegrant Corporation, ThermoSafe Brands 13 2. Define customer requirements Image and presentation, container markings Quality upon receipt (e.g product condition upon receipt and beyond in chain) Handling issues, weight, refrigerant, amount and type of packaging, environmental concerns Delivery expectations/


S c a n d i n a v i a n b r a n c h of S K A g l o b a l - w o r l d w i d e l e a d e r s i n k n o w l e d g e m a n a g e m e n t a n d i n t e l l.

g e m a n a g e m e n t a n d i n t e l l e c t u a l c a p i t a l SKA Gathering 2003 Bottom line Measures employee engagement that correlates with productivity/ d g e m a n a g e m e n t a n d i n t e l l e c t u a l c a p i t a l SKA Gathering 2003 Brand Internal/for the knowledge-based company. Knowledge Management Group DA KMG DA assists and facilitates the development of strong brands and action-based organizational cultures by using tools and processes developed for the knowledge-based company. KMG DA /


® * Other brands and names may be claimed as the property of others. Architecture of: Intel® Pentium® 4, Intel® Xeon™, Intel® Xeon™ MP Architecture Rev.

Rev. 1.0 HM 10/7/2010 Derived from Herbert G. Mayer’s 2003 Presentation for: Intel Software College ® * Other brands and names may be claimed as the property of others. /PFMon, etc. –Performance benchmarks, performance counters –Differentiation Intel vs. competitor products –CISC vs. RISC ® * Other brands and names may be claimed as the property of others. 31 x86/ DP FP ops: part of 144 WNI –Regs unchanged in Pentium ® 4 from P III –Ops added  NetBurst: generic term for: HyperThreading & quad-pumped bus &/


Hatch-Waxman Litigation and Reverse-Payment Settlements Anastasia P. Winslow Senior Counsel, Patents - Bristol-Myers Squibb Company.

per se illegal (US v. Line Materials Co., 333 US 287 (1948)) E.g., two patentees may not pool their patents via cross-licenses and fix prices – outside /manufacturing infringing product Generic risk upon filing ANDA and losing litigation is small; in comparison, branded investment in product and risk in losing litigation is huge, while branded’s benefit/ did not extent to non-infringing products) Generic converted its P(IV)’s into P(III)’s Generic converted its P(IV)’s into P(III)’s Generic was allowed on the/


Thai Union Frozen Products (TUF)

raw material price? TUF strategy USD / MT Catching situation / Weather (e.g. sea surface temperature, global warming) Price of fuel Number of fishing boats (/.9x Historical PER 517 695 6.6x 8.7x Historical P/BV 382 404 Optimal Range Euro 702 - 876 mm /Branded Products Combined branded products’ sales of TUF and MWB will account for approximately 61% with owned portfolio of leading brands in UK, France, and Italy. Currently, TUF’s branded products contributes approximately 50% of sales2 MWB’s iconic brands/


D EFENSE O F F ERRERO B RANDS A GAINST P ARASITIC C OPYING I N E UROPEAN C IVIL L AW J URISDICTIONS London 30/03/2010.

P ARASITIC C OPYING I N E UROPEAN C IVIL L AW J URISDICTIONS London 30/03/2010 OUTLINE 1.HOW WE PROTECT OUR BRANDS 2.WHAT CHALLENGES WE FACE 3.HOW WE DEFEND OUR BRANDS 4. LEARNINGS 1. HOW WE PROTECT OUR BRANDS  Registered Trademarks : words, devices, 3 D 1. HOW WE PROTECT OUR BRANDS  Industrial Designs : 2. WHAT CHALLENGES WE FACE  ‘False’ products (e.g/


Product Strategy Standardized product Localized product Communication Strategy Standardized Communication Localized Communication Global Strategy: Uniform.

the needs and preferences of target consumers Gillette in India innovated by tailoring advertising and inventing a new product development process to reflect local shaving habits. P&G, Gillette’s parent brand also built an India-tailored business model. All manufacturing is done locally to further control production & supply chain costs. Only six months after launch in October 2010, the Guard crossed 50% of razor/


Internationalization of the Firm A26E Summer

to commit to new product introduction ventures the ‘marketing resource’ that is required to compete in the foreign market.” Thomas P. Collier Do’s &/exclusive access to certain know-how The method, product or service being marketed is identified (tm, brand), protected and promoted by franchisor Control is maintained/+ royalties (% of sales or surcharge on supplies) other mark-ups and contributions (e.g. rent, finance charges) Trademark protected business concept and format + everything needed for its /


CONSUMER PRODUCT INDUSTRY Carmen Daniel George Tobey Ying March 20, 2004.

as a small, family operated soap and candle company Based in Cincinnati, Ohio Markets almost 300 products to more than five billion consumers in 140 countries P&G Operations 5 global business units $43 Billion in Sales Billion-Dollar Brands Pampers Tide Ariel Always Pantene Charmin Billion-Dollar Brands Bounty Iams Crest Folgers Pringles Downy Business Unit Breakdown Baby & Family Care $9.93 Billion in/


Data Preparation.

categories. All responses must fit into a category similar responses should fall into the same category. e.g. Who services your car? ______________ Possible categories: self, garage, husband, wife, friend, relative / and light users? How many consumers are aware of a new product? What brand is the “Top of Mind” of the market? More on/ of observing a case in each cell Probability is calculated as: Observed cases Total cases P= Cross tabulation GROUPINC * Gender Crosstabulation 10 9 19 52.6% 47.4% 100.0/


Software & Services Group, Developer Products Division Copyright© 2010, Intel Corporation. All rights reserved. *Other brands and names are the property.

между процедурами в программе. Каждая вершина представляет процедуру и каждая грань (f,g) указывает, что процедура f вызывает процедуру g. Граф может быть статическим, вычисленным на этапе компиляции или динамическим, т.е/{ Personal_info *p; … };; Class personal_info { Family_info *f; … }; Class family_info { int members; … }; All_members+= employer->p->f->members; Software & Services Group, Developer Products Division Copyright© 2010, Intel Corporation. All rights reserved. *Other brands and names are/


Data Preparation.

. All responses must fit into a category similar responses should fall into the same category. e.g. Who services your car? ______________ Possible categories: self, garage, husband, wife, friend, relative /and light users? How many consumers are aware of a new product? What brand is the “Top of Mind” of the market? More on/, theoretically, have any values whatsoever.. 5. Determine the Probability-value (Critical Value) The p-value is the probability of seeing a random sample at least as extreme as the sample /


BRANDING Matti Helelä, Senior Lecturer HAAGA-HELIA University of Applied Sciences September 2014

you like?  What would you change? 19 B RAND M IND S PACE ( BY T HOMAS G AD )  The functional dimension concerns the perception of benefit of the product or service associated with the brand.  The social dimension concerns the ability to create identification with a group.  The spiritual dimension is/and security, and technology. T HE F OUR C S 32 S AMPLES OF P ROMOTIONAL C AMPAIGNS 33 34 35 FINLAND 36 37 38 39 40 41 42 43 44 B RAND P OSITIONING – T HREE C ORNERSTONES 45 T HREE A PPEARANCES OF THE B RAND/


Brand awareness of shampoos Brand loyalty of shampoos

series and Leave-on Moisturizer in Hong Kong, astonishing customers with its numerous breakthroughs in hair technology. Heads & Shoulders is a power brand from P&G in the Anti Dandruff Shampoo market. The differentiation methods of H & S (4P) The product uses attractive white and royal blue combination as its base packing, which creates a positive impression. Its new best ever anti-dandruff formula/


BRAND MANAGEMENT AND NEW PRODUCT DEVELOPMENT SECTION 9A Brand Management and the Firm Selling the Project - 1 The Marketing Plan ALAN L. WHITEBREAD.

] Lack Poor Foreign Language Meanings Suggestive [Suggest Product Qualities/Benefits] Descriptive [Suggest Product Benefits] Easy to: Pronounce Recognize Remember PLUS …Timeless Versatile Positive BRAND HIERARCHY Brand family Individual brand Product lines Individual product TYPES OF BRANDS GENERIC CORPORATE / FAMILY INDIVIDUAL / PRODUCT Pharmaceuticals, Vegetables CORPORATE / FAMILY Nike, IBM, GE, RCA TYPES OF BRANDS INDIVIDUAL / PRODUCT Huggies, P&G soaps, Crest COMBINATION HP Deskjet, DuPont Stainmaster/


Strategic Brand Management

and financial asset. Strategic Brand Management The Worlds 10 Most Valuable Brands – 2003 Data: Interbrand Corp., J.P. Morgan Chase & Co / Brandchannel.com Feb 2004 Strategic Brand Management What is a Product? Kotler’s Five levels to a product: Expected Product Potential Product Augmented Product Expected Product Generic Product CORE BENEFIT What is a Product? Kotler’s Five levels to a product: Expected Product Generic Product Expected Product Augmented Product Potential Product The Fundamental Need or/


Chapter 5 Product and Service Strategy and Brand Management.

, and musical instruments Brand Equity & Brand Mgmt Brand Extension Strategy 5-39 Co-branding Pairing two brand names of two manufacturers on a single product e.g., General Mills and Hershey Foods’ Reese’s Peanut Butter Puffs Co-branding Pairing two brand names of two manufacturers on a single product e.g., General Mills and Hershey Foods’ Reese’s Peanut Butter Puffs Brand Equity & Brand Mgmt Brand Extension Strategy: Co-branding 5-40 Most challenging/


+ Public Brand Perceptions: A Study of the Effects of Athlete Endorsements Brent Evans, Shonice Pettaway, & Erika Rasile.

. McGhee, T. (2012). The rise and rise of athlete brand endorsements. Journal Of Brand Strategy. Vol. 1(1). p. 79-84. Miller, F. M., & Laczniak, G. R. (2011). The Ethics of Celebrity-Athlete Endorsement. Journal Of Advertising Research, Vol. 51(3). p. 499-510. Parks, J., Peetz, T. & Spencer, N. (2004). Sport Heroes as Sport Product Endorsers: The Role of Gender in the Transfer of Meaning/


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