chapter day 15 bus 222. ch 1 -2 agenda questions assignment 4 not corrected – next on my list of...
TRANSCRIPT
CHAPTER
Day 15
BUS 222
Ch 1 -2
Agenda• Questions• Assignment 4 not corrected
– Next on my list of things to do
• Assignment 5 posted – Due March 29. – Covers Chap 12– Marketing Assignment 5.pdf
• Finish Discussion on Product, Branding, and Packaging Decisions
• Quiz 3 Today– Chaps 8 & 9– 10 M/c , 30 Min. – extra credit question on CLV (Appendix 9a)
CHAPTER
PRODUCT, BRANDING, AND PACKAGING DECISIONS
10
Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
Product, Branding, and Packaging Decisions
LO1LO6 Determine the various types of branding strategies used by firms.
LO7 Distinguish between brand extension and line extension.
LO8 Indicate the advantages of a product’s packaging and labeling strategy.
1. How do brands create value for the customer and the firm? (6 statements)
2. What are the components of brand equity? (4 components)
Check Yourself
Value of Branding for the Customer and the Marketer
Brand Equity
Brand Ownership
Brand Ownership
McGraw-Hill Companies
http://www.mainesowntreats.com/
CopyCat/Generic Brands
Brand Ownership
Naming Brands and Product Lines
• Corporate or family brand– The Gap
• Corporate and product line brands– Kellogg’s Corn
Flakes
• Individual lines– Mr. Clean (Proctor
& Gamble)
Brand Extension
State Farm Website
©M Hruby
Brand Extension (English Version)
Brand Dilution
Co-branding
©M Hruby
http://www.syncmyride.com/Own/Modules/LandingPage/ManageSync.aspx
Brand Licensing
LaC
ost
e S
A
LaC
ost
e S
A
Brand Repositioning
• How is this repositioning?
Courtesy The Procter & Gamble Company
Check Yourself
1. What are the differences among manufacturer and private-label brands?
2. What is co-branding?
3. What is the difference between brand extension and line extension?
4. What is brand repositioning?
Packaging
• What other packaging do you as a consumer find useful?
Product Labeling
©The McGraw-Hill Companies, Inc/Elite Images
C Sherburne/PhotoLink/Getty Images
US FDA Labeling Requirements
