chapter product, branding, and packaging decisions ten copyright © 2013 by the mcgraw-hill...
TRANSCRIPT
chapter
Product, Branding, and Packaging Decisions
ten
Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin
LEARNING OBJECTIVES
LO1 Describe the components of a product.
LO2 Identify the types of consumer products.
LO3 Explain the difference between a product mix’s breath and a product line’s depth.
LO4 Identify the advantages that brands provide firms and consumers.
LO5 Explain the various components of brand equity.
LO6 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.
Product, Branding, and Package Decisions
10-2
Complexity of Products
Michael Blann/Digital Vision/Getty Images
10-3
Types of Products
10-4
Product Mix and Product Line Decisions
Courtesy Pepsi Cola Company10-5
Change Product Mix Breadth
• Increase Breadth– True Religion Brand
Jeans now are a lifestyle brand with apparel, belts, swimwear and fragrances
• Decrease Breadth– Due to competitive
changes, TCBY is now focusing on Yogurt.
©Procter & Gamble10-6
Change Product Mix Depth
• Increase Depth– Band-Aid now has
over 40 products to heal cuts.
• Decrease Depth– McCormick spices
eliminates dozens of products each year.
©M Hruby
10-7
A brand can use: Name, logo symbols, characters, slogans, jingles and even
distinctive packages.
A brand can use: Name, logo symbols, characters, slogans, jingles and even
distinctive packages.
Branding
Oscar Meyer CommercialC
ou
rtesy
Merc
ed
es-
Ben
z U
SA
, LL
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Merk
ley &
Part
ners
/New
York
10-8
What Makes a Brand?
10-9
Value of Branding for the Customer and the Marketer
10-10
Brand Equity
10-11
Brand Ownership
10-12
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)
10-13
Brand Extension
State Farm Website
©M Hruby
10-14
Brand Dilution
10-15
Brand Licensing
LaC
ost
e S
A
LaC
ost
e S
A
10-16
Brand Repositioning
• How is this repositioning?
Courtesy The Procter & Gamble Company
10-17
Packaging
• What other packaging do you as a consumer find useful?
10-18
Product Labeling
©The McGraw-Hill Companies, Inc/Elite Images
C Sherburne/PhotoLink/Getty Images
10-19