CHAPTER

Day 15

BUS 222

Ch 1 -2

Agenda• Questions• Assignment 4 not corrected

– Next on my list of things to do

• Assignment 5 posted – Due March 29. – Covers Chap 12– Marketing Assignment 5.pdf

• Finish Discussion on Product, Branding, and Packaging Decisions

• Quiz 3 Today– Chaps 8 & 9– 10 M/c , 30 Min. – extra credit question on CLV (Appendix 9a)

CHAPTER

PRODUCT, BRANDING, AND PACKAGING DECISIONS

10

Copyright © 2012 by The McGraw-Hill Companies, Inc. All rights reserved.McGraw-Hill/Irwin

LEARNING OBJECTIVES

Product, Branding, and Packaging Decisions

LO1LO6 Determine the various types of branding strategies used by firms.

LO7 Distinguish between brand extension and line extension.

LO8 Indicate the advantages of a product’s packaging and labeling strategy.

1. How do brands create value for the customer and the firm? (6 statements)

2. What are the components of brand equity? (4 components)

Check Yourself

Value of Branding for the Customer and the Marketer

Brand Equity

Brand Ownership

Brand Ownership

McGraw-Hill Companies

http://www.mainesowntreats.com/

CopyCat/Generic Brands

Brand Ownership

Naming Brands and Product Lines

• Corporate or family brand– The Gap

• Corporate and product line brands– Kellogg’s Corn

Flakes

• Individual lines– Mr. Clean (Proctor

& Gamble)

Brand Extension

State Farm Website

©M Hruby

Brand Extension (English Version)

Brand Dilution

Co-branding

©M Hruby

http://www.syncmyride.com/Own/Modules/LandingPage/ManageSync.aspx

Brand Licensing

LaC

ost

e S

A

LaC

ost

e S

A

Brand Repositioning

• How is this repositioning?

Courtesy The Procter & Gamble Company

Check Yourself

1. What are the differences among manufacturer and private-label brands?

2. What is co-branding?

3. What is the difference between brand extension and line extension?

4. What is brand repositioning?

Packaging

• What other packaging do you as a consumer find useful?

Product Labeling

©The McGraw-Hill Companies, Inc/Elite Images

C Sherburne/PhotoLink/Getty Images

US FDA Labeling Requirements