Part 4 - Products

Slide 1
Chpt 10 - Product Mgmt

Brand Brand Name

Trademark Generic Name

Product Line Product Mix

Page 216
Individual offering
Part 4 - Products
Slide 2
Chpt 10 - Product Mgmt

Co-Branding

Two companies join to create a new

product carrying both their brands.
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Chpt 10 - Product Mgmt

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
Part 4 - Products
Slide 4
Chpt 10 - Product Mgmt

Brand
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive
offerings. TEXT

Something used to show customers that

one product is different than the products
of another manufacturer. WTGR
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Slide 5
Chpt 10 - Product Mgmt
Brand Name

Words, letters, or symbols that make up a

name used to identify and distinguish the
firm’s offerings from those of its
competitors. Page 216
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Slide 6
Chpt 10 - Product Mgmt

Trademark
A brand that has been given legal protection
and has been granted solely to its owner.
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Slide 7
Chpt 10 - Product Mgmt

National Brand

Private Brand

Generic Name Brand

Generic Goods
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Slide 8
Chpt 10 - Product Mgmt

Examples of the 3 differences between

a national brand, a private brand and a
generic brand
• Philadelphia Cream Cheese

• IGA Cream Cheese

• No Name brand cream cheese

Part 4 - Products
Slide 9
Chpt 10 - Product Mgmt

National Brand

products that carry the name of the

manufacturer

ie. Maxwell House coffee

ie. Philadelphia cream cheese
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Slide 10
Chpt 10 - Product Mgmt

Private Brand

products that carry the name of the

seller, not the manufacturer

ie. MasterChoice coffee

ie. IGA cream cheese
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Slide 11
Chpt 10 - Product Mgmt

Generic Name Brand

A 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 in
that product class). TEXT

• names for product categories

ie. Velcro is the brand -
“hooked fabric fastener” is the generic name
ie. Xerox is the company
“photocopy” is the generic name,
- other examples???????? “rollerblades, Styrofoam”
, Jello, Vaseline, Q-tips, Kleenex
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Chpt 10 - Product Mgmt
Terms
Generic Goods

• non-branded products that sell at discount

ie. dish soap, toilet paper, aluminum foil, etc.
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Slide 13
Chpt 10 - Product Mgmt

Brand Loyalty Categories

1. Brand Recognition (also called Brand Equity)

2. Brand Preference / Loyalty
3. Insistence

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Part 4 - Products
Slide 14
Chpt 10 - Product Mgmt

•Brand Recognition / Equity

•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association

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Slide 15
Chpt 10 - Product Mgmt

• Brand Recognition / Equity - awareness, loyalty, quality,

emotion
• Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
________________________________________________
• Brand Awareness -your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
• Brand Association - the link to favourable images,
celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire
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Chpt 10 - Product Mgmt

• Brand Awareness -your product is the first

that comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levi’s, walkman -
SONY

Not in the text

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Chpt 10 - Product Mgmt

• Brand Association - the link to favourable

images, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany,
Screech - NFLD
Bailey’s - 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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Chpt 10 - Product Mgmt

Brand 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

• 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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Chpt 10 - Product Mgmt

Most Valuable Global Brands

Brands Brand value
14-2

Coca Cola $ 36 Billion

Marlboro $ 33 Billion
Nescafe $ 11 Billion
Kodak $ 10 Billion
Microsoft $ 9.8 Billion
Budweiser $ 9.7 Billion
Kellogg's $ 9.3 Billion
Motorola $ 9.2 Billion
Gillette $ 8.2 Billion
Bacardi $ 7.1 Billion
Source: Financial World
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Chpt 10 - Product Mgmt

Terms
brand trademark

logo copyright
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Chpt 10 - Product Mgmt

Terms page 473

trademark
• a brand that has been given exclusive
legal protection - name and the
design
copyright
• music, or words that are given legal
ownership by the author
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Slide 23
Chpt 10 - Product Mgmt

Brand Strategy

1. Manufacturers’/ National
a) Family
b) Individual
2. Private - page 222 - see slide 31
3. Generic - page 223 - see slide 31

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