chapter 12 category and brand management, product identification, and new- product planning
TRANSCRIPT
Chapter 12Chapter 12
Category and Brand Management, Product Identification, and New-
Product Planning
ManufacturerBrand
Kodak, Heinz
ManufacturerBrand
Kodak, Heinz
Private Brand
Kenmore, DieHardCragmont
Private Brand
Kenmore, DieHardCragmont
Family BrandKitchenAid
Appliances, Johnson & Johnson products
Family BrandKitchenAid
Appliances, Johnson & Johnson products
Individual Brand
Lever’s Aim, Close-Up & Pepsodent
Toothpastes
Individual Brand
Lever’s Aim, Close-Up & Pepsodent
Toothpastes
Generic Products
No name cigarettes
Generic Products
No name cigarettes
Figure Types of Brands
Definition of Brand EquityDefinition of Brand Equity
Brand Equity
A brand possesses equity to the extent that
consumers are familiar with the brand and
have stored in their memory warehouses
favorable, strong and unique brand
associations
Two forms of Brand KnowledgeTwo forms of Brand Knowledge
Brand Awareness
An issue of whether a brand name comes to
mind when consumers think about a
particular product category and the ease
with which the name is evoked
Two forms of Brand KnowledgeTwo forms of Brand Knowledge
Brand Image
The types of associations that come to
the consumer’s mind when
contemplating a particular brand
Consumer-Based Brand Equity Consumer-Based Brand Equity FrameworkFramework
BrandKnowledge
BrandKnowledge
Brand Recognition
Brand Recognition
Brand Recall
Brand Recall
Non-Product-Related(e.g., Price, Packaging,
User and Usage Imagery)
Non-Product-Related(e.g., Price, Packaging,
User and Usage Imagery)
Product-Related(e.g., color, size, design features)
Product-Related(e.g., color, size, design features)
FunctionalFunctional
SymbolicSymbolic
ExperientialExperiential
AttributesAttributes
BenefitsBenefits
OverallEvaluation(Attitude)
OverallEvaluation(Attitude)
Types ofBrand Associations
Types ofBrand Associations
Favorability, Strength, and
Uniqueness of Brand Association
Favorability, Strength, and
Uniqueness of Brand Association
BrandAwareness
BrandAwareness
BrandImage
BrandImage
Brand equity enhanced by:
• Name awareness
• Positive associations
• Perceived quality
• Strong brand loyalty
Brand Equity EnhancementBrand Equity Enhancement
The Marketing Communications The Marketing Communications Decision ProcessDecision Process
A
BC
The Marketing Communications The Marketing Communications Decision ProcessDecision Process
A
BC
Monitoring and Managing Monitoring and Managing Environmental InfluencesEnvironmental Influences
EconomicEnvironment
Social-CulturalDemographicEnvironment
CompetitiveEnvironment
TechnologicalEnvironment
RegulatoryEnvironment
Product Decisions
DistributionDecisions
PromotionDecisions
PricingDecisions
Advertising
Sales Promotion
Point-of-purchase CommunicationsDirect
Marketing Communications
Public Relations& Sponsorship Marketing
Personal Selling
The Marketing Communications The Marketing Communications Decision ProcessDecision Process
A
BC
Interdependencies among Interdependencies among Target Market, Objective, and BudgetTarget Market, Objective, and Budget
The Marketing Communications The Marketing Communications Decision ProcessDecision Process
A
BC
The Concept of Brand EquityThe Concept of Brand Equity
“Gardenburger’s
ad on last episode
of Seinfeld
pays off big!”
The Marketing Communications The Marketing Communications Decision ProcessDecision Process
A
BC
The Marketing Communications The Marketing Communications Decision ProcessDecision Process
A
BC
Consumers become familiar with
the brand and hold:
Enhancing Brand EquityEnhancing Brand Equity
Favorable associations
Strong associations
Uniqueassociations
Co-Branding and Ingredient BrandingCo-Branding and Ingredient Branding
• Two or more brands enter into a partnership that potentially serves to enhance both brands’ equity and profitability
• An important requirement for successful co-branding : “logical fit between the two brands…”
Co-Branding
Co-Branding andCo-Branding and Ingredient Branding Ingredient Branding
• A special type of alliance between branding partners
• e.g., “Intel Inside”
Ingredient Branding
Figure 12.8 Alternative Product Development Strategies
MarketPenetration
ProductDevelopment
MarketDevelopment
ProductDiversification
Old Product New Product
Old Market
New Market
A loss of sales of a current product due to competition from a new product in the same line.
Cannibalization
A series of stages through which consumers decide whether or not to become regular users of a new product, including awareness, interest, evaluation, trial, and rejection or adoption.
Adoption Process
1. Awareness. Individuals first learn of the new product, but they lack full information about it.
2. Interest. Potential buyers begin to seek information about it.
3. Evaluation. They consider the likely benefits of the product.
4. Trial. They make trial purchases to determine its usefulness.
5. Adoption/Rejection. If the trial purchase produces satisfactory results, they decide to use the product regularly.*
Stages in the adoption process
Integrated Marketing Communications
(IMC)The process of developing and implementing
various forms of persuasive communication
programs with customers and prospects over
time
Integrated Marketing Communications Integrated Marketing Communications (IMC)(IMC)
Key Features of IMCKey Features of IMC
1. Affect behavior
2. Start with the customer work to company
3. Use all message channels
4. Achieve synergy
5. Build relationships between the brand and the consumer
Elements of Marketing CommunicationsElements of Marketing Communications
Changes in Changes in Marketing Communication PracticesMarketing Communication Practices
• Reduced faith in mass media advertising
• Increased reliance on highly targeted
communication methods
• Greater demands imposed on marketing
communications suppliers
• Increased efforts to assess communications’
return on investment