PRODUCT AND

BRAND
DECISIONS
BASIC PRODUCT CONCEPTS

A PRODUCT IS A GOOD, SERVICE, OR IDEA

-TANGIBLE ATTRIBUTES
-INTANGIBLE ATTRIBUTES

PRODUCT CLASSIFICATION
-CONSUMER GOODS
-INDUSTRIAL GOODS
BRANDS
A TYPE OF PRODUCTS
MANUFACTURED BY A PARTICULAR
COMPANY UNDER A PARTICULAR NAME.

A NAME, SIGN, SYMBOL, OR DESIGN OR

A COMBINATION OF THEM, INTENDED
TO IDENTIFY THE GOOD OR SERVICES
OF ONE SELLER OR GROUP OF SELLER
AND TO DIFFERENTIATE THEM FROM
THOSE OF THE COMPETITORS
BRAND EQUITY

THE ADDED VALUE THAT

ACCRUES TO A PRODUCT
AS A RESULT OF
INVESTMENT IN THE
MARKETING OF THE BRAND.

AN ASSETS THAT

REPRESENT THE VALUE
CREATED BY THE
RELATIONSHIP BETWEEN
THE BRAND AND
CUSTOMER OVER TIME.
LOCAL PRODUCTS & BRANDS

BRAND THAT HAVE ACHIEVED SUCCESS IN A SINGLE NATIONAL MARKET

REPRESENT THE LIFEBLOOD DOMESTIC COMPANIES
ENTRENCHED LOCAL PRODUCTS/BRANDS CAN BE A SIGNIFICANT
COMPETITIVE HURDLE TO GLOBAL COMPANIES

INTERNATIONAL PRODUCTS AND BRANDS

OFFERED IN THE SEVERAL MARKETS IN A PARTICULAR REGION.

-EURO BRANDS
GLOBAL PRODUCTS AND BRANDS

GLOBAL PRODUCTS MEET THE WANTS AND NEEDS OF A

GLOBAL MARKET AND ARE OFFERED IN ALL WORLD REGIONS

GLOBAL BRANDS HAVE THE SAME NAME AND SIMILAR IMAGE

AND POSITIONING THROUGHOUT THE WORLD
GLOBAL PRODUCTS AND BRANDS

GLOBAL BRANDS ARE NOT THE SAME AS GLOBAL

PRODUCTS

•IPOD = BRAND
•MP3 PLAYER= PRODUCT
  MARLBORO
WORLD’S MOST VALUABLE BRANDS,
 HEWLETT-PACKARD
2006
 AMERICAN EXPRESS

 BMW

 GILLETTELOUIS

 VUITTON

 CISCO

 HONDA

 SAMSUNG

 COCA-COLA  MERRILL-LYNCH

 MICROSOFT  PEPSI

 IBM  NESCAFE

 GE  GOOGLE

 INTEL  DELL

 NOKIA

 TOYOTA

 DISNEY

 MCDONALD’S

 MERCEDES-BENZ

 CITI
THANK YOU!
