Five Product Levels

1
Five Product Levels
Core benefit - Sleep
2
Product Mix
Width - number of different product lines
Length - total number of items within the lines
Depth - number of versions of each product
3
Product-Line Length

• Line Stretching
• Downmarket
• Upmarket
• Two-way
• Line Filling
• Line Modernization
• Line Featuring Line Pruning

4
What is a Brand?Identifies and differentiates
one sellers goods from competitors, but also
projects something about
The User
A culture
Personality
Attributes
Benefits
Values
5
Brand Equity
Devoted to Brand
Values the Brand (brand as friend)
Satisfied Switching Cost
Satisfied Customer (no reason to change)
No Brand Loyalty (customer will change)
6
An Overview ofBranding Decisions
7
Brand Strategies
New Brands
8
Good Brand Names
Distinctive
Lack Poor Foreign Language Meanings
Suggest Product Benefits
Suggest Product Qualities
Easy to Pronounce Recognize Remember
9
Why Package Crucial as a Marketing Tool

• Self-service
• Consumer affluence
• Company brand image
• Opportunity for innovation