- Количество слайдов: 20
Chapter 10 Brands, Packaging and Other Product Features 10 -2 Mc. Graw-Hill/Irwin Copyright © 2004 by The Mc. Graw-Hill Companies, Inc. All rights reserved.
Chapter Goals • • 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 -3 Mc. Graw-Hill/Irwin Copyright © 2004 by The Mc. Graw-Hill Companies, Inc. All rights reserved.
Brands Brand Name Words, letters, numbers that can be vocalized Brand Mark Trade Mark 10 -4 Symbol, design, color, lettering Legal protection of a brand
Brands Reasons for branding Consumers Identity of product Consistent quality Easier, quicker to shop 10 -5 Sellers Promotion Recognition Reduce price comparison Differentiation
Brands Reasons for not branding No promotion Do not need consistent quality Product can not be physically differentiated 10 -6
Selecting a Brand Name Suggest benefits or use Adaptable to product line additions 10 -7 Easy to pronounce spell remember A Good Brand Name Distinctive Can be registered and legally protected
Protecting a Brand Name Product counterfeiting Generic usage 10 -8
Producer’s Branding Strategies Fabricating Parts materials Producer’s Own Brands Middlemen’s brands 10 -9
Middlemen’s Branding Strategies Carry Only Producers’ brands 10 -10 Carry both Producer And Middleman’s brands
Common Strategies to Producers and Middlemen Separate Names Multiple-Branding within a Family branding product mix Branding For Market Saturation Cobranding Two or more Brands on the same product 10 -11 Dual branding
The Leading Brands 10 -12
Brands Trademark Licensing Brand Equity Value the brand Adds to a product Owner grants permission to other firm to use the brand name and brand mark on products 10 -13
Packaging Designing and producing the container or wrapper for a product Product protection Gain acceptance from middlemen Persuade consumer to buy 10 -14
Packaging Strategies Packaging the product line Multiple packaging Changing the packaging 10 -15
Criticisms of Packaging Depletes natural resources Health hazards Disposal of used packages Deceptive Expensive 10 -16
Labeling Brand Descriptive Grade 10 -17 Brand applied to the product Gives information Judged quality
Labeling Fair packaging And labeling act 10 -18 Nutrition Labeling And Education act
Product Strategies Product Design Product Color Product Quality 10 -19
Key Terms and Concepts • • • Brand name Brand mark Trademark Producer’s brand Middlemen’s brand Product counterfeiting Family branding Multiple-brand strategy 10 -20 Mc. Graw-Hill/Irwin • • • Cobranding Brand equity Trademark licensing Packaging Family packaging Multiple packaging Label Brand label Descriptive label Copyright © 2004 by The Mc. Graw-Hill Companies, Inc. All rights reserved.