Category and Brand Management, Product Identification, and New-Product Planning - PowerPoint PPT Presentation

Loading...

PPT – Category and Brand Management, Product Identification, and New-Product Planning PowerPoint presentation | free to download - id: 429104-ZTcxM



Loading


The Adobe Flash plugin is needed to view this content

Get the plugin now

View by Category
About This Presentation
Title:

Category and Brand Management, Product Identification, and New-Product Planning

Description:

Chapter 12 Category and Brand Management, Product Identification, and New-Product Planning Definition of Brand Equity Brand Equity A brand possesses equity to the ... – PowerPoint PPT presentation

Number of Views:837
Avg rating:3.0/5.0
Slides: 28
Provided by: JackLi
Category:

less

Write a Comment
User Comments (0)
Transcript and Presenter's Notes

Title: Category and Brand Management, Product Identification, and New-Product Planning


1
Chapter 12
  • Category and Brand Management, Product
    Identification, and New-Product Planning

2
Figure
Types of Brands
Generic Products No name cigarettes
Manufacturer Brand Kodak, Heinz
Private Brand Kenmore, DieHard Cragmont
Family Brand KitchenAid Appliances, Johnson
Johnson products
Individual Brand Levers Aim, Close-Up
Pepsodent Toothpastes
3
Definition of Brand Equity
  • Brand Equity
  • A brand possesses equity to the extent that
  • consumers are familiar with the brand and
  • have stored in their memory warehouses
  • favorable, strong and unique brand
  • associations

4
Two forms of Brand Knowledge
  • Brand Awareness
  • An issue of whether a brand name comes to
  • mind when consumers think about a
  • particular product category and the ease
  • with which the name is evoked

5
Two forms of Brand Knowledge
  • Brand Image
  • The types of associations that come to
  • the consumers mind when
  • contemplating a particular brand

6
Consumer-Based Brand Equity Framework
Brand Knowledge
7
Brand Equity Enhancement
  • Brand equity enhanced by
  • Name awareness
  • Positive associations
  • Perceived quality
  • Strong brand loyalty

8
The Marketing Communications Decision Process
A
B
C
9
The Marketing Communications Decision Process
A
B
C
10
Monitoring and Managing Environmental Influences
Economic Environment
Social-Cultural Demographic Environment
Competitive Environment
Technological Environment
Regulatory Environment
Product Decisions
Distribution Decisions
Promotion Decisions
Pricing Decisions
11
The Marketing Communications Decision Process
A
B
C
12
Interdependencies among Target Market,
Objective, and Budget
13
The Marketing Communications Decision Process
A
B
C
14
The Concept of Brand Equity
  • Gardenburgers
  • ad on last episode
  • of Seinfeld
  • pays off big!

15
The Marketing Communications Decision Process
A
B
C
16
The Marketing Communications Decision Process
A
B
C
17
Enhancing Brand Equity
  • Consumers become familiar with
  • the brand and hold

Favorable associations
Strong associations
Unique associations
18
Co-Branding and Ingredient Branding
Co-Branding
  • Two or more brands enter into a partnership that
    potentially serves to enhance both brands equity
    and profitability
  • An important requirement for successful
    co-branding logical fit between the two
    brands

19
Co-Branding and Ingredient Branding
Ingredient Branding
  • A special type of alliance between branding
    partners
  • e.g., Intel Inside

20
Figure 12.8
Alternative Product Development Strategies
Old Product
New Product
Market Penetration
Product Development
Old Market
Market Development
Product Diversification
New Market
21
Cannibalization
A loss of sales of a current product due to
competition from a new product in the same line.
22
Adoption Process
A series of stages through which consumers decide
whether or not to become regular users of a new
product, including awareness, interest,
evaluation, trial, and rejection or adoption.
23
Stages in the adoption process
1. Awareness. Individuals first learn of the
new product, but they lack full information about
it. 2. Interest. Potential buyers begin to
seek information about it. 3. Evaluation. They
consider the likely benefits of the product. 4.
Trial. They make trial purchases to determine
its usefulness. 5. Adoption/Rejection. If the
trial purchase produces satisfactory results,
they decide to use the product regularly.
24
Integrated Marketing Communications (IMC)
  • Integrated Marketing Communications
  • (IMC)
  • The process of developing and implementing
  • various forms of persuasive communication
  • programs with customers and prospects over
  • time

25
Key Features of IMC
  • 1. Affect behavior
  • 2. Start with the customer work to company
  • 3. Use all message channels
  • 4. Achieve synergy
  • 5. Build relationships between the brand and the
    consumer

26
Elements of Marketing Communications
27
Changes in Marketing Communication Practices
  • Reduced faith in mass media advertising
  • Increased reliance on highly targeted
    communication methods
  • Greater demands imposed on marketing
    communications suppliers
  • Increased efforts to assess communications
    return on investment
About PowerShow.com