Licensing- selling rights of brand

- Used often in apparel, children’s products

- Name and character licensing is growing includes people too
- Used for foreign market entry strategy

Multi product branding/corporate branding

- Name and brand are identical
- Pros:
o Capitalize on brand equity
o Transfer of positive feelings from one product to next
o Increased adoption rate of product
- Cons
o If negative feelings are held, it will transfer too

Multi brands: 2 or more competing products are owned by the same firm under 2 different
unrelated brands
- Pros
o appeals to different customers
o Take up more shelf room
o Larger market
- Cons
o each brand may have small unprofitable market share

Private labels: are available only at specific retailers

- Pros
o higher profits,
o less pressure to lower price,
o differentiate, substitute available to consumers
o If manufacture of national brand drops them, customer loyalty increased because
tied to retailer

national brand/manufacture brand

pros
attract customer, store prestige, rapid delivery and take up less inventory

co-branding
two different brands on one product
pro
can expand brand into hard to reach category
another segment reached
easier to introduce new product
higher sales
cons
legal
marketing coordination
trust in each partner to take care of partner brand

brand vs product
positioning is rational – how company is portrayed using role and relevance
branding is emotional – how company is portrayed using words, tones, sounds, colour ,images
and pictures

brand provides loyalty to company and consumer search process

manufacturer, private-label, or generic brands

Chapter 10: Pricing

Price can have many names

Setting price policy:

1- Constraints and objectives?
2- Demand and revenue estimates
3- Cost, relationship between volume and profit
4- Determine price level (pricing strategy)
5- List or quoted price
6- Adjustments

Pricing objectives:
- Profit max - Specific number of productions
- Sales max - Survival
- Market share - Responsibility or sustainable pricing

Examples of constraints
- Demand - External trends
- Stage in PLC
- Is it a single product or a line?
- Production cost
- Financial objectives