Chapter 9: Branding, Packaging and Other Product Features - PowerPoint PPT Presentation

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Chapter 9: Branding, Packaging and Other Product Features

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branding is the process of a company or product name acquiring meaning over time; ... as to their products or services; thus, Roots is a brand, as is Avril Lavigne ... – PowerPoint PPT presentation

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Title: Chapter 9: Branding, Packaging and Other Product Features


1
Chapter 9Branding, Packaging and Other Product
Features
2
Brands and Branding
  • a brand identifies and differentiates the
    products or services of a particular company
    its more than the name
  • branding is the process of a company or product
    name acquiring meaning over time closely related
    to reputation and image
  • a brand name is the words, letters or, numbers
    that can be vocalized
  • a brand mark involves a symbol, logo, or design
    that identifies a brand

3
Who Owns the Brand?
  • a trademark is the brand name and brand mark that
    are the legally-registered property of a specific
    company or organization
  • many major brands are owned by large companies
    and are referred to as national brands or
    producer brands
  • often large retailers have their own brands which
    are generally known as private labels
  • some retailer brands become so popular that they
    achieve national brand status many consumers
    place as much trust in them as they do in
    national brands

4
Stages of Brand Development
  • basic thinking suggests that a brand must acquire
    awareness and recognition
  • then, it must be associated with certain brand
    characteristics or attributes
  • then, may feel that a brand is able to take on a
    certain personality
  • finally, many now suggest that consumers develop
    lasting relationships with brands

5
Brand Equity
  • the value that a brand adds to a product is known
    as brand equity companies now realize that
    popular brands are valuable assets
  • equity increases as a growing number of consumers
    develop loyalty to the brand
  • a well-known brand can create a differential
    advantage for the brands owner
  • it will create a barrier to other firms wishing
    to enter the market with competing products
  • it can help a product survive market changes

6
Brand Success
  • many national and international brands, such as
    Hallmark, Sony, and McCain, have dominated their
    product categories for many years
  • for many companies, their brands are among their
    most valuable assets
  • companies launch brand extensions to trade on the
    equity in established brands and to reduce the
    risk of new product introductions
  • think about how far a brand can be extended

7
The Role of the Brand
  • brands may be applied to companies and other
    entities as well as to their products or
    services thus, Roots is a brand, as is Avril
    Lavigne
  • brands are important in promoting products and in
    giving customers confidence in quality
  • companies have to support their brands
  • it is difficult to brand services successfully
    because of their intangibility

8
To Brand or Not to Brand?
  • some companies will not brand their products if
    they dont wish to promote them or if their
    quality is not consistent or high
  • products that are not easily differentiated, such
    as industrial raw materials, are often not
    branded
  • a brand offers the consumer protection as it
    names the owner of the brand and allows their
    products and services to be identified

9
Characteristics of a Good Brand
  • says something about the products
    characteristics
  • is easy to pronounce, spell, and remember
  • is distinctive - not always the case!
  • is adaptable when new products are added to the
    companys product line
  • is capable of registration under the Trade Marks
    Act and other laws
  • some brands are lost because of generic use

10
Branding Strategies
  • manufacturers may brand under their own labels,
    under private labels, or as parts and materials
    for other manufactured products
  • intermediaries may carry producers brands only,
    private brands only, or a combination
  • several possible approaches to product line
    branding family branding, separate name for each
    product, brands for groups of products, or family
    brand combined with a product name

11
Branding of Services
  • many consider the branding of services to be more
    difficult because of intangibility
  • but, the principles of good branding apply
  • brand names should be relevant to the service
    being provided or to its benefits
  • should be easy to pronounce and remember
  • should be adaptable to other situations

12
Packaging
  • packaging has functional and promotional value
    often represents a major part of a marketing
    program
  • services are often packaged through bundling
  • packaging decisions are very much influenced by
    external forces, including environmentalism
  • many companies are moving toward recycling
  • packaging is often criticized and is subject to a
    great deal of regulation in Canada
  • strategic use of packaging can be effective

13
Labeling
  • the function of the label is to communicate both
    image and functional information
  • many types of labeling brand labels present the
    brand, grade labels communicate quality levels,
    descriptive labels provide information
  • often an issue over how much information the
    label should carry to protect the consumer
  • much labeling legislation in Canada
  • growing use of eco-labeling

14
Other Strategic Product Features
  • product design and colour are often used to
    distinguish products from competing offerings
  • high quality levels are important in products and
    services to ensure customer satisfaction
  • some companies offer warranties on their products
    and increasingly on services
  • post-purchase service is important to deal with
    repairs, maintenance, customer questions and
    complaints a major satisfaction-building tool
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