1. Branding and Product Lines
Product Strategy
Branding and Product Lines

2. Product Management Product Mix Product Line Management Branding
Brand Equity
Brand Management

3. Product Mix Width Length Depth Issue of Consistency
number of different product lines
Length
total number of items within the lines
Depth
number of versions of each product
Issue of Consistency

4. Managing Line Length Line Stretching Downmarket Upmarket Two-way
Line Filling
Line Modernization
Line Featuring & Line Pruning

5. Branding
Name, term, sign, symbol, or design, or a combination of them intended to identify the goods and services of one seller or groups of sellers and to differentiate them from those of competition.
- AMA

7. Why Brand? Identify product Identify a culture Reduce risk
Reduce consumer search cost
Signal quality
Legal protection
Create product associations
Differentiate product

8. Brand Management Decisions
Brand Mission and Objectives
Brand Sponsor
Brand Naming
Brand Architecture
Monolithic, Endorsed, Freestanding
Co-Branding

9. Brand Strategies Product Category Line Brand Extension Extension
Brand Name
Product Category
Line
Extension
Existing
Brand
Extension
New
New
Brands
Multi-branding
New

10. Pepsi Brand Architecture
Quaker Oatmeal Quaker Instant Oatmeal Cap'n Crunch cereal Life cereal Quaker Oatmeal Brown Sugar Bliss Quaker Oatmeal Honey Nut Heaven Quaker 100% Natural cereal Quaker Squares cereal Quisp cereal King Vitaman cereal Quaker Oh's! Cereal Quaker Chewy Wholesome Favorites granola bars Quaker Chewy Trail Mix bars Mother's cereal Quaker grits Quaker Oatmeal-to-Go Aunt Jemima mixes & syrups Quaker rice and corn cakes Quaker Quakes rice snacks and corn rings Crisp'ums baked crisps Quaker Chewy granola bars Quaker Fruit & Oatmeal cereal bars Quaker Fruit & Oatmeal Bites Quaker Fruit & Oatmeal Toastables Quaker Chewy Dipps granola bars Rice-A-Roni side dishesPasta Roni side dishes Near East couscous/pilafs FrescAvena beverage powder Toddy chocolate powder Toddynho chocolate drink Coqueiro canned fish Sugar Puffs cereal Puffed Wheat Harvest Crunch cereal Cruesli cereal Oat Krunchies cereal Oat Bran Crispies cereal Hot Oat Crunch cereal Quake Oatso Simple hot cereal Scott's Porage Oats Scotts So Easy Oats Quaker Baking Mixes Harvest Chewy Bars Spudz snacks
Lay’s Brands
Lay's potato chips Lay's Bistro Gourmet potato chips Lay's Kettle Cooked potato chips Wavy Lay's potato chips Baked Lay's potato crisps Maui Style potato chips Ruffles potato chips Baked Ruffles potato crisps Ruffles Flavor Rush potato chips Doritos tortilla chips Baked Doritos tortilla chips 3D's snacks Tostitos tortilla chips Baked Tostitos tortilla chips Santitas tortilla chips Fritos corn chips Cheetos cheese flavored snacks Rold Gold pretzels & snack mix Funyuns onion flavored ringsGo Snacks Sunchips multigrain snacks Sabritones puffed wheat snacks Cracker Jack candy coated popcorn Chester's popcorn Grandma's cookies Munchos potato crisps Smartfood popcorn Baken-ets fried pork skins Oberto meat snacks Rustler's meat snacks Churrumais fried corn strips Frito-Lay nuts Frito-Lay, Ruffles, Fritos and Tostitos dips & salsas Frito-Lay, Doritos and Cheetos snack crackers Fritos, Tostitos, Ruffles and Doritos snack kits Bocabits wheat snacks Crujitos corn snacks Fandangos corn snacks Hamka's snacks Niknaks cheese sticks Quavers potato snacks Sabritas potato chips Smith's potato chips Walkers potato crisps Walkers Square potato snacks Walkers French Fries potato sticks Walkers Monster Munch corn snacks Miss Vickie's potato chips Munchies snack mix Gamesa cookies Doritos Dippas Sonric's sweet snacks Wotsits corn snacks
Pepsi-Cola Brands
Pepsi-Cola Caffeine Free Pepsi Diet Pepsi Caffeine Free Diet Pepsi Pepsi Twist (regular & diet) Wild Cherry Pepsi Pepsi Blue Pepsi ONE Mountain Dew Diet Mountain Dew Mountain Dew Code Red Diet Mountain Dew Code Red Mug Sierra Mist (regular & diet) Slice Lipton Brisk (Partnership) Lipton Iced Tea (Partnership) Dole juices and juice drinks (License) FruitWorks juice drinks Aquafina purified drinking water Frappuccino ready-to-drink coffee (Partnership) Starbucks DoubleShot (Partnership) SoBe juice drinks and teas AMP energy drink
Outside the U.S. Mirinda 7UP (International) Pepsi Limón Kas Teem Pepsi Max Pepsi Light Manzanita Sol Paso de los Toros Fruko Evervess Yedigun Shani Fiesta D&G (License) Mandarin (License) Radical Fruit
Tropicana Pure Premium juices Tropicana Season's Best juices and juice drinks Tropicana Twister juice drinks Tropicana Smoothies Tropicana Pure Tropics juices Dole juices (License)
Outside the U.S. Loóza juices and nectars Copella juices Frui'Vita juices Tropicana 100 Juices Tropicana Touche de Lait Alvalle gazpacho fruit juices and vegetable juices
Gatorade Brands Gatorade Thirst Quencher Gatorade Xtremo Thirst Quencher  Gatorade Frost Thirst Quencher Gatorade Fierce Thirst Quencher
Gatorade Ice Thirst Quencher Gatorade Energy Bars Propel Fitness Water
Pepsi Brand Architecture

11. Brand Equity
What is it?
The marketing effects uniquely attributable to the brand – Kevin L. Keller

12. Brand Equity Sources of Brand Knowledge
Associative node model of memory
Brand awareness
Brand image
Strength of brand associations
Favorability of brand associations
Uniqueness of brand associations

13. Brand Equity and Associations
Young
Contemporary
Flashy
Male
Bars
Experienced
Self-assured
Successful
Male
Black-Tie Party

14. Evolution of Brand Elements, GE
’s electronics
1900 trademark’s logo
1900 slogan – Better Living Electronically
1960’s General Electric -> GE
1970’s slogan – Progress for People
1979 slogan – We Bring Good Things to Life

15. Evolution of Brand Elements, GE

16. Packaging and Labels Often Ignored but Critical Packaging and Labels
Protects
Promotes
Describes
Identifies