Part 4 - Products Chpt 10 - Product Mgmt

Slide 1

Brand Trademark

Brand Name Generic Name

Product Line

Product Mix

Individual offering

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Slide 2

Co-Branding

Two companies join to create a new product carrying both their brands.

Part 4 - Products Chpt 10 - Product Mgmt

Slide 3

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 Chpt 10 - Product Mgmt

Slide 4

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

Brand Name

Words, letters, or symbols that make up a name used to identify and distinguish the firms offerings from those of its Page 216 competitors.

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Slide 6

Trademark
A brand that has been given legal protection and has been granted solely to its owner.

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Slide 7

National Brand Private Brand Generic Name Brand Generic Goods

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Slide 8

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 9

National Brand
products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese

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Slide 10

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

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

Part 4 - Products Chpt 10 - Product Mgmt

Slide 12

Terms

Generic Goods
non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc.

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Slide 13

Brand Loyalty Categories

1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence

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Slide 14

Brand Recognition / Equity Brand Preference / Loyalty Brand Insistence __________________ Brand Awareness Brand Association
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Slide 15

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-Levis, walkman - SONY Brand Association - the link to favourable images, celebrities, geographic regions ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD Baileys - Eire

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Slide 16

Brand Awareness -your product is the first that comes to mind in a certain product category eg. Snapple ice tea, jeans-Levis, walkman SONY

Not in the text

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Slide 17

Brand Association - the link to favourable images, 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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Slide 18

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

Part 4 - Products Chpt 10 - Product Mgmt

Slide 20

Most Valuable Global Brands

Brands Coca Cola Marlboro Nescafe Kodak Microsoft Budweiser Kellogg's Motorola Gillette Bacardi
Source: Financial World

Brand value $ 36 $ 33 $ 11 $ 10 $ 9.8 $ 9.7 $ 9.3 $ 9.2 $ 8.2 $ 7.1 Billion Billion Billion Billion Billion Billion Billion Billion Billion Billion

14-2

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Slide 21

Terms
brand trademark

logo

copyright

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Slide 22

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

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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