10-1

10-2 Brands, Packaging and Other Product Features Chapter 10 McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.

10-3 Chapter Goals McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Nature and importance of brands Characteristics of a good brand name Branding strategies of producers and middlemen Building and using brand equity Nature and importance of packaging and labeling Packaging strategies Marketing implications of product features

10-4 Brands Words, letters, numbers that can be vocalized Words, letters, numbers that can be vocalized Symbol, design, color, lettering Legal protection of a brand Brand Name Brand Mark Trade Mark

10-5 Brands Reasons for branding Identity of product Consistent quality Easier, quicker to shop Promotion Recognition Reduce price comparison Differentiation Consumers Sellers

10-6 Brands Reasons for not branding No promotion Do not need consistent quality Product can not be physically differentiated

10-7 Selecting a Brand Name A Good Brand Name A Good Brand Name Can be registered and legally protected Can be registered and legally protected Distinctive Easy to pronounce spell remember Easy to pronounce spell remember Suggest benefits or use Suggest benefits or use Adaptable to product line additions Adaptable to product line additions

10-8 Protecting a Brand Name Product counterfeiting Product counterfeiting Generic usage

10-9 Producer’s Branding Strategies Producer’s Own Brands Producer’s Own Brands Fabricating Parts materials Fabricating Parts materials Middlemen’s brands Middlemen’s brands

10-10 Middlemen’s Branding Strategies Carry Only Producers’ brands Carry Only Producers’ brands Carry both Producer And Middleman’s brands Carry both Producer And Middleman’s brands

10-11 Common Strategies to Producers and Middlemen Branding within a product mix Branding within a product mix Branding For Market Saturation Branding For Market Saturation Cobranding Separate Names Family branding Multiple-Brand Dual branding Two or more Brands on the same product

10-12 The Leading Brands

10-13 Brands Brand Equity Brand Equity Trademark Licensing Trademark Licensing Brand Licensing Owner grants permission to other firm to use the brand name and brand mark on products Value the brand Adds to a product

10-14 Packaging Product protection Product protection Persuade consumer to buyPersuade consumer to buy Gain acceptance from middlemen Gain acceptance from middlemen Designing and producing the container or wrapper for a product Designing and producing the container or wrapper for a product

10-15 Packaging Strategies Multiple packaging Changing the packaging Packaging the product line

10-16 Criticisms of Packaging Health hazards Disposal of used packages Depletes natural resources Expensive Deceptive

10-17 Labeling Brand Grade Descriptive Brand applied to the product Brand applied to the product Gives information Judged quality

10-18 Labeling Fair packaging And labeling act Fair packaging And labeling act Nutrition Labeling And Education act Nutrition Labeling And Education act

10-19 Product Strategies Product Design Product Design Product Quality Product Color Product Color

10-20 Key Terms and Concepts McGraw-Hill/Irwin Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved. Brand Brand name Brand mark Trademark Producer’s brand Middlemen’s brand Product counterfeiting Family branding Multiple-brand strategy Cobranding Brand equity Trademark licensing Packaging Family packaging Multiple packaging Label Brand label Descriptive label