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Chpt 10 - Product Mgmt

Slide 1

Brand Brand Name

Trademark Generic Name

Product Line Product Mix

Individual offering Page 216

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Slide 2

Co-Branding

Two companies join to create a new

product carrying both their brands.

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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

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Slide 4

A name, term, sign, symbol, or design

(or some combination thereof) used to

identify the products of one firm and to

differentiate them from competitiveofferings. TEXT

Something used to show customers thatone product is different than the products

of another manufacturer. WTGR

Brand

Page 216

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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

competitors.Page 216

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Slide 6

A brand that has been given legal protection

and has been granted solely to its owner.

Trademark

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Slide 7

Generic Name Brand

Generic Goods

National Brand

Private Brand

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Slide 8

Examples of the 3 differences betweena 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 coffeeie. 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 inthat product class).TEXT

names for product categories

ie. Velcrois the brand -

hooked fabric fastener is the generic nameie. Xeroxis the company

photocopy is the generic name,

- other examples???????? rollerblades, Styrofoam

, Jello, Vaseline, Q-tips, Kleenex

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Slide 12

Terms

non-branded products that sell at discount

ie. dish soap, toilet paper, aluminum foil, etc.

Generic Goods

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Slide 13

1. Brand Recognition (also called Brand Equity)

2. Brand Preference / Loyalty

3. Insistence

Brand Loyalty Categories

Page 220

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Slide 14

Brand Recognition / Equity

Brand Preference / Loyalty

Brand Insistence__________________

Brand Awareness

Brand Association

Page 220

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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 firstthat 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 favourableimages, 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

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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 Slid 20

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Slide 20

Most Valuable Global Brands

Coca Cola $ 36 Billion

Nescafe $ 11 BillionKodak $ 10 Billion

Microsoft $ 9.8 Billion

Budweiser $ 9.7 Billion

Kellogg's $ 9.3 Billion

Brands Brand value

Motorola $ 9.2 Billion

Gillette $ 8.2 Billion

Bacardi $ 7.1 Billion

Marlboro $ 33 Billion

Source: Financial World

14-2


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Slide 21

Terms

brand trademark

logo copyright


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Slide 22

Terms

trademark

a brand that has been given

exclusive legal protection - name andthe design

copyright

music, or words that are given legal

ownership by the author

page 473


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Slide 23

1. Manufacturers/ National

a) Family

b) Individual

2. Private - page 222 - see slide 31

3. Generic - page 223 - see slide 31

Brand Strategy

Page 221

Brand 3 (2)

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