MARKETING GOLDEN CHAPTER 13

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Presentation transcript:

MARKETING GOLDEN CHAPTER 13 BRANDING Brand Brand Name Brand Mark Trademark Trade Name Know for test!!! MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 VALUE OF BRANDING Buyers: Helps identify and facilitate purchases and can be a status symbol. Sellers: Creates identity, helps with NPD, and facilitates promotions. MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 BRAND LOYALTY A customer’s favorable attitude toward a specific brand. Brand recognition Brand preference Brand insistence MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 BRAND EQUITY Marketing and financial value associated with a brand’s strength. Brand name awareness Brand loyalty Perceived brand quality Brand associations MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 TYPES OF BRANDS Manufacturer Private Label (distributor) Generic MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 BRANDING POLICIES Individual: Firm names each brand differently (P&G). Family: All firm’s products have same name. Brand-extension: Use existing name for new or improved product (extension). Co-Branding: Two or more brands on one product. MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 BRAND LICENSING Firm allows another company to use brand on its products (for a fee, of course!). For example: DISNEY!!!!!!!! PROS: $ and free publicity CONS: No control and saturation. MARKETING GOLDEN CHAPTER 13

MARKETING GOLDEN CHAPTER 13 PACKAGING FUNCTIONS Protection (maintain function). Convenience. Promotion. MARKETING GOLDEN CHAPTER 13

PACKAGING CONSIDERATIONS Cost! Tampering. Consistency- family packaging. Promotional role. Environmental concerns (green marketing). MARKETING GOLDEN CHAPTER 13

PACKAGING AND MARKETING STRATEGY Can be an enormous strategic tool! Altering Secondary use Category consistent Innovative Multiples Handling MARKETING GOLDEN CHAPTER 13

CRITICISMS OF PACKAGING Functional problems Safety issues Deception (promotions, size, coloring, etc.) MARKETING GOLDEN CHAPTER 13