products and services: branding jeremy kees, ph.d
Post on 02-Jan-2016
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Products and Services:Branding
Jeremy Kees, Ph.D.
What is a brand??
A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.
What is a brand??
• Name• Term• Sign• Design• But even more importantly, it’s an
ECONOMIC ASSET!!
The Role of a Brand
• Identify the maker• Simplify decision making and reduce risk
• Signify quality• Create barriers to entry• Secure a competitive advantage• Secure price premium
What are the top global brands?
(according to Interbrand/Businessweek 2008)
#1?
Worth $67 BILLION!!
#2 – 5? (Hint: Think technology)
Only Restaurant in the top-10?
Only dot-com in the top-10?
Top 3 gainers?
Losers?
LINK
A great “brand” company…
• P&G– Market research
– Product innovation
– Effective brand management
What makes a brand successful?
• Recognition
• Consistent
• Emotion Evoking– Zest
– Jumpman (2)
• Uniqueness
vs
Brand Loyalty
• Brand Recognition– Schick
• Brand Preference
• Brand Insistence
Measuring and Managing Brand Equity
• Measuring Brand Success– Brand Audit
– Brand Tracking
– Brand Valuation
• Managing Brands– Reinforcement
– Revitalization
Brand Portfolio
FlankersFlankers Cash cowsCash cows
Low-end entry-level
Low-end entry-level
High-end prestige
High-end prestige
Anheuser-Busch
Packaging & Labeling
• Primary objectives of packaging:– Assistance in marketing the product (see
labeling)
– Protection from spoilage, damage, etc.
– Cost effectiveness
Packaging & Labeling
• Primary objectives of labeling:– Communication
• Identify Product
• Describe Product
• Grade Product
• Promote Product
– Warning
Packaging & Labeling
Brand Extensions
• Extending the brand to an unrelated product
• Usually a good idea…– “Carry-Over Effects”
– Lower product cost launch
– Improvements over previous products
• Sometimes not…– Brand dilution
– Inappropriate• My Favorite…
Brand Licensing
• Allowing other companies to use a brand name in exchange for a payment
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