part 4 - products chpt 10 product
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Slide 1
Brand Brand Name
Trademar
k
Generic
Name
Product Line Product Mix
Individual
offering
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Co-Branding
Two companies join to create a new
product carrying both their brands.
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Co-Branding
Examples:
McCains cake and KFC
McDonalds & movie Mulan
Pizza Hut & Pepsi
Cereal box with other thing inside
Pizza Pizza and Blockbuster video rental &
Chocolate bar
Cinelex Odeon and Blockbuster
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A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitiveofferings. TEXT
Something used to show customers thatone product is different than the products of
another manufacturer. WTGR
Brand
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Brand Name
Words, letters, or symbols that make up a
name used to identify and distinguish the
firms offerings from those of its
competitors. Page 216
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A brand that has been given legal protection
and has been granted solely to its owner.
Trademark
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Generic NameBrand Generic
Goods
NationalBrandPrivateBrand
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Examples of the 3 differences betweena national brand, a private brand and a
generic brand
Philadelphia Cream CheesePhiladelphia Cream Cheese
IGA Cream CheeseIGA Cream Cheese
No Name brand cream cheeseNo Name brand cream cheese
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NationalBrand
products that carry the name of the
manufacturer
ie. Maxwell House coffeeie. Philadelphia cream cheese
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PrivateBrand
products that carry the name of theproducts that carry the name of the
seller, not the manufacturerseller, not the manufacturer
ie. MasterChoice coffeeie. MasterChoice coffee
ie. IGA cream cheeseie. IGA cream cheese
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Generic Name
BrandA brand name over which the original owner has lost
exclusive claim because all offerings in the associated
class of products have become generally known by the
brand name (usually that of the first or leading brand inthat product class). TEXT
names for product categories
ie. Velcro is the brand -
hooked fabric fastener is the generic nameie. Xerox is the company
photocopy is the generic name,
- other examples???????? rollerblades, Styrofoam
, Jello, Vaseline, Q-tips, Kleenex
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Terms
non-branded products that sell at discount
ie. dish soap, toilet paper, aluminum foil, etc.
GenericGoods
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1. Brand Recognition (also called Brand Equity)
2. Brand Preference / Loyalty
3. Insistence
Brand Loyalty Categories
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Brand Recognition / EquityBrand Recognition / Equity
Brand Preference / LoyaltyBrand Preference / Loyalty
Brand InsistenceBrand Insistence____________________________________
Brand AwarenessBrand Awareness
Brand AssociationBrand Association
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Brand Recognition / EquityBrand Recognition / Equity- awareness, loyalty, quality,emotion
Brand Preference / LoyaltyBrand Preference / Loyalty- the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)________________________________________________
Brand AwarenessBrand Awareness-your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levis, walkman - SONY Brand AssociationBrand Association- the link to favourable images,
celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Baileys - Eire
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Brand AwarenessBrand Awareness-your product is the firstthat comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levis, walkman -
SONY
Not in the text
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Brand AssociationBrand Association- the link to favourableimages, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany,
Screech - NFLD
Baileys - Eire Paul Hogan - Subaru
James Earl Jones (voice of CNN)
Chihuahua - Taco Bell
Jordan - Nike
Julia Louis Dryfuss - Nice and Easy
Candice Bergen - Sprint Canada Not in the text
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Brand AssociationBrand Association- the link to favourable images,
celebrities, geographic regions white diamonds - liz taylor
BMW Z3 - 007
roots hats - olympics
fubu - urban trend / hip hop
right guard - Sir Charles
Ru Paul - MAC Cosmetics
Seinfeld - AMEX
Not in the text
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Brand Awareness-your product is the first that
comes to mind in a certain product category
eg. ice tea = Snapple, running shoes = Nike
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Slide 20
Most Valuable Global BrandsMost Valuable Global Brands
Coca ColaCoca Cola $$ 3636 BillionBillion
NescafeNescafe $$ 1111 BillionBillionKodakKodak $$ 1010 BillionBillion
MicrosoftMicrosoft $ 9.8$ 9.8 BillionBillion
BudweiserBudweiser $ 9.7$ 9.7 BillionBillion
Kellogg'sKellogg's $ 9.3 Billion$ 9.3 Billion
BrandsBrands Brand valueBrand value
MotorolaMotorola $ 9.2 Billion$ 9.2 Billion
GilletteGillette $ 8.2$ 8.2 BillionBillion
BacardiBacardi $ 7.1$ 7.1 BillionBillion
MarlboroMarlboro $$ 3333 BillionBillion
Source: Financial World
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Terms
brand
logo copyright
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Terms
trademarktrademark
a brand that has been given exclusivea brand that has been given exclusive
legal protection - name and thelegal protection - name and thedesigndesign
copyrightcopyright
music, or words that are given legalmusic, or words that are given legalownership by the authorownership by the author
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1. Manufacturers/ National
a) Family
b) Individual
2. Private - page 222 - see slide 31
3. Generic - page 223 - see slide 31
Brand Strategy
Page 221
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