4. O cliente trocará de marca, especialmente por razões de preço. Sem fidelidade à marca O cliente está satisfeito. Não há razão para trocar de marca O cliente está satisfeito e incorrerá em custos se trocar a marca Valoriza a marca e a considera parte de sua vida Devotado à marca PATRIMÔNIO DE MARCA
5. Decisão de patrocinio de marca Decisão de nome de marca Nomes individuais Nome de família abrangente Nomes de família separados Nomes individuais da empresa Decisão de reposicionameto de marca Reposiciona- mento Não reposicio- namento Decisão de estratégia de marca Extensões de linha Extensões de marca Multimarcas Novas marcas Marcas combinadas Decisão de Marca Ter marca Não ter marca Marca de fabricante Marca de Distribuidor (marca própria) Marca licenciada UMA VISÃO GERAL DAS DECISÕES DE MARCA
6. Extensões de linha Multimarcas Extensões de marca Novas marcas Marca Existente Nova Categoria de produto Existente Nova DECISÃO DE ESTRATÉGIA DE MARCA
7. Sugere Benefícios Do Produto Distintivo Deve evitar Problemas de Significado com Outros idiomas Sugere Qualidade do Produto Fácil de: Pronunciar Reconhecer Lembrar QUALIDADES DESEJÁVEIS PARA O NOME DE UMA MARCA
Brand Strategy This CTR corresponds to Figure 8-4 on p. 251 and relates to the discussion on pp. 250-252. Brand Strategy Companies may implement at least four brand-name strategies, including: Line Extension. This strategy occurs when a company introduces additional items in a given product category under the same brand name. The vast majority of new product introductions are line extensions. Brand Extension. This strategy seeks to extend existing brand qualities to launch new products or modified products in a new category. Multibrand. This strategy develops two or more products in the same product category. P & G pioneered multibranding. New Brands . Here a company creates a new brand name when it enters a new product category for which none of the company’s current brand names are appropriate.
Packaging Decisions This CTR relates to the material on pp. 253-254. Packaging Concept The packaging concept states what the package should be or do for the product in support of marketing objectives. Packaging includes the activities of designing and producing the container or wrapper for a product. The package includes the immediate container (that holds the product for use), a secondary package that is discarded prior to use, and a shipping package necessary for storage and shipping. Discussion Note: Both environmentalists and consumer groups have complained about unnecessary packaging. Environmentalists point out the ecological costs of more packages to throw away. Many firms now recycle packages to reduce wastes and save money. Consumer groups, such as Consumer’s Union (publisher of Consumer Reports ), express concern that unnecessary packaging costs consumers more. Labeling Decisions Labels perform several functions. Labels identify, describe, and promote the product. Also, labels must meet the demands of legal regulations. Identifies. Especially in support of brand strategies, labels distinguish the product from others. Describes. Labels can provide information about contents, production, freshness, and instructions on safe and effective use. Promotes. Use of color and graphics can stimulate and arouse consumer attention for the product. Legal Regulation Mis-use of labels has lead to regulation on product claims, the addition of unit prices, open dating, and nutritional labeling for processed foods. Including all required information is necessary to ward off governmental investigations.