Скачать презентацию 10 -1 Chapter 10 Brands Packaging and Скачать презентацию 10 -1 Chapter 10 Brands Packaging and

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Chapter 10 Brands, Packaging and Other Product Features 10 -2 Mc. Graw-Hill/Irwin Copyright © 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 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 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 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 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 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 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 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 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 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 The Leading Brands 10 -12

Brands Trademark Licensing Brand Equity Value the brand Adds to a product Owner grants 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 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 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 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 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 Labeling Fair packaging And labeling act 10 -18 Nutrition Labeling And Education act

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

Key Terms and Concepts • • • Brand name Brand mark Trademark Producer’s brand 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.