Part 4 - Products

Slide 1
Chpt 10 - Product Mgmt

Branding
Brand Name
Co-branding
Trademarks
National brand / Private brand / generic brand
Brand Recognition / Equity
Brand Preference / loyalty
Brand Insistence
Brand Association
Part 4 - Products
Slide 2
Chpt 10 - Product Mgmt
The Product Area Involves Many Strategy Decisions
Part 4 - Products
Slide 3
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
Page 216
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Slide 4
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 5
Chpt 10 - Product Mgmt

Co-Branding

Two companies join to create a new

product carrying both their brands.
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Slide 6
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
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Slide 7
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 8
Chpt 10 - Product Mgmt

National Brand

Private Brand

Generic Name Brand

Generic Goods
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Slide 9
Chpt 10 - Product Mgmt

Brand Strategy

1. Manufacturers’/ National
a) Family
b) Individual
2. Private -
3. Generic -
Part 4 - Products
Slide 10
Chpt 10 - Product Mgmt
Who Should Do the Branding?
Manufacturer
Manufacturer Dealer
Dealer Brands
Brands
Brands
Brands
• Also called
• Also called
private brands
national brands
or store brands
Battle
• Created/owned of the • Created/owned
by producers
Brands by middlemen
• Develop
• Create higher
demand across
margins for
many markets
dealers
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Slide 11
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

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Slide 12
Chpt 10 - Product Mgmt

Manufacturer / National Brand

products that carry the name of the

manufacturer
“… brands created by the
manufacturers…”

ie. Maxwell House coffee

ie. Philadelphia cream cheese
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Slide 13
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 14
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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Slide 15
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 16
Chpt 10 - Product Mgmt

Brand Loyalty Categories

1. Brand Recognition (also called Brand Equity)

2. Brand Preference / Loyalty
3. Insistence
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Slide 17
Chpt 10 - Product Mgmt

•Brand Recognition / Equity

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

Page 220
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Slide 18
Chpt 10 - Product Mgmt

Brand Ambassador

Brand
Insistence

Brand
Preference

Brand
Recognition

Brand Non-
Recognition

Brand Rejection
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Slide 19
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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Slide 22
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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Slide 24
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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Slide 25
Chpt 10 - Product Mgmt
Thinking about a new brand
Short & Simple
Easy to Spell & Read
Easy to Recognize & Remember
Easy to Pronounce
Can Pronounce in Only One Way
Can Pronounce in All Languages
Suggests Product Benefits
Meets Packaging/Labeling Needs
No Undesirable Imagery
Always Timely
Adapts to Any Advertising Medium
Legally Available for Use
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Slide 26
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 28
Chpt 10 - Product Mgmt

Trademark
Terms page 273

• a brand that has been given

exclusive legal protection - name
and the design
“… legal protection against any other
company using a trademark that
might be confused with its own …”
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Slide 29
Chpt 10 - Product Mgmt

Terms
copyright
• music, or words that are given legal
ownership by the author

Not in the text