1. BMGT 205: Principles of Marketing
Chapter 11: Product, Branding,
and Packaging Decisions

2. Product, Branding,
and Packaging Decisions

3. P&G - Olympic Brand Building
http://youtu.be/57e4t-fhXDs

4. Types of Products
Specialty
Shopping
Unsought
Convenience

5. Product Mix and
Product Line Decisions
•
Product mix or product
assortment is the complete set
of all products offered by a
firm.
•
Product lines are groups of
associated items, such as
items that consumers use
together or think of as part of a
group of similar products.
•
SKU - Stock Keeping Unit
Breadth
••Number of product lines
Depth
••Number of categories
within a product line

6. Logos and symbols
URLs
Brand name
Characters
Slogans
Branding
What Makes a Brand?
Jingles/Sounds

7. Facilitate Purchasing
Establish Loyalty
Protect from Competition
Reduce Marketing Costs
Are Assets
Impact Market Value
http://www.youtube.com/watch?v=MX8O7z4NtoU
Value of Branding for the
Customer

8. Brand Equity: Brand
Awareness
http://www.interbrand.com/en/best-global-brands/2013/
Best-Global-Brands-2013-Brand-View.aspx

9. Brand Equity:
Perceived Value
•
Perceived value of a brand is
the relationship between a
product or service’s benefits
and its cost.
•
How do discount retailers like
Target, T.J. Maxx, and H&M
create value for customers?

10. Brand Equity: Brand
Associations
•
A brand association reflects
the mental links that
consumers make between a
brand and its key product
attributes, such as a logo,
slogan, or famous personality.
http://youtu.be/pCv-bwCqqXE

12. Brand Equity: Brand
Loyalty
•
Brand loyalty occurs when a
consumer buys the same
brand’s product or service
repeatedly over time rather
than buy from multiple
suppliers within the same
category.
•
Consumers are often less
sensitive to price
•
Marketing costs are much
lower
•
Firm insulated from the
competition

13. CHECK YOURSELF
1.
How do brands create value for the customer and the firm?
2.
What are the components of brand equity?

14. Brand Ownership
Manufacturer brands or
national brands
Private-label brands or
Store Brands
• Premium
• Generic
• Copycat
• Exclusive co-branded

15. Traders Joes: 100%
Private Label

16. Naming Brands and
Product Lines
•
Corporate or family brand
•
•
Corporate and product line
brands
•
•
The Gap
Kellogg’s Corn Flakes
Individual lines
•
Mr. Clean (Proctor & Gamble)

17. Brand Extension
•
A brand extension refers to
the use of the same brand
name for new products being
introduced to the same or new
markets.

18. Brand Dilution
Evaluate the fit between
the product class
of the core brand
and the extension.
Evaluate consumer
perceptions of the
attributes of the core brand
and seek out extensions
with similar attributes.
Is the brand
extension distanced
enough from the
core brand?
Refrain from
extending the brand
name to too many
products.

19. Co-branding
•
Co-branding is the practice of
marketing two or more brands
together, on the same package
or promotion.

20. Brand Licensing
•
Brand licensing is a
contractual agreement
between firms, whereby one
firm allows another to use its
brand name, logo, symbols,
and/or characters in exchange
for a negotiated fee.

21. Brand Repositioning
•
Brand repositioning or
rebranding refers to a strategy
in which marketers change a
brand’s focus to target new
markets or realign the brand’s
core emphasis with changing
market preferences.

22. CHECK YOURSELF
1.
2.
3.
4.
What are the differences among manufacturer and private-label
brands?
What is co-branding?
What is the difference between brand extension and line
extension?
What is brand repositioning?

23. Packaging
•
What other packaging do you
as a consumer find useful?

24. Product Labeling