co branding products by abe23

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									Part 4 - Products                                 Slide 1
Chpt 10 - Product Mgmt




       Brand              Brand Name

       Trademark               Generic Name


       Product Line              Product Mix


                                       Page 216
         Individual offering
Part 4 - Products                                Slide 2
Chpt 10 - Product Mgmt



            Co-Branding



           Two companies join to create a new
           product carrying both their brands.
Part 4 - Products                                Slide 3
Chpt 10 - Product Mgmt



            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
Part 4 - Products                                 Slide 4
Chpt 10 - Product Mgmt


     Brand
           A name, term, sign, symbol, or design
           (or some combination thereof) used to
           identify the products of one firm and to
           differentiate them from competitive
           offerings. TEXT


           Something used to show customers that
           one product is different than the products
           of another manufacturer. WTGR
                                       Page 216
Part 4 - Products                              Slide 5
Chpt 10 - Product Mgmt
                         Brand Name




         Words, letters, or symbols that make up a
         name used to identify and distinguish the
         firm’s offerings from those of its
         competitors.                    Page 216
Part 4 - Products                             Slide 6
Chpt 10 - Product Mgmt



     Trademark
      A brand that has been given legal protection
      and has been granted solely to its owner.
Part 4 - Products                          Slide 7
Chpt 10 - Product Mgmt




      National Brand

      Private Brand

      Generic Name Brand
                           Generic Goods
Part 4 - Products                                   Slide 8
Chpt 10 - Product Mgmt



                Examples of the 3 differences between
                a national brand, a private brand and a
                             generic brand
        • Philadelphia Cream Cheese

        • IGA Cream Cheese

        • No Name brand cream cheese
Part 4 - Products                              Slide 9
Chpt 10 - Product Mgmt




      National Brand

         products that carry the name of the
         manufacturer

         ie. Maxwell House coffee
         ie. Philadelphia cream cheese
Part 4 - Products                              Slide 10
Chpt 10 - Product Mgmt




      Private Brand


         products that carry the name of the
         seller, not the manufacturer

         ie. MasterChoice coffee
         ie. IGA cream cheese
Part 4 - Products                                          Slide 11
Chpt 10 - Product Mgmt


      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 in
        that product class). TEXT

     • names for product categories
       ie. Velcro is the brand -
       “hooked fabric fastener” is the generic name
       ie. Xerox is the company
       “photocopy” is the generic name,
       - other examples???????? “rollerblades, Styrofoam”
       , Jello, Vaseline, Q-tips, Kleenex
Part 4 - Products                                 Slide 12
Chpt 10 - Product Mgmt
                              Terms
        Generic Goods

         • non-branded products that sell at discount
           ie. dish soap, toilet paper, aluminum foil, etc.
Part 4 - Products                                  Slide 13
Chpt 10 - Product Mgmt


                         Brand Loyalty Categories

         1. Brand Recognition (also called Brand Equity)
         2. Brand Preference / Loyalty
         3. Insistence




                                      Page 220
Part 4 - Products                             Slide 14
Chpt 10 - Product Mgmt




                         •Brand Recognition / Equity
                         •Brand Preference / Loyalty
                         •Brand Insistence
                         __________________
                         •Brand Awareness
                         •Brand Association

                                  Page 220
Part 4 - Products                                  Slide 15
Chpt 10 - Product Mgmt



• 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-Levi’s, walkman - SONY
• Brand Association - the link to favourable images,
  celebrities, geographic regions
  ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
  Bailey’s - Eire
Part 4 - Products                                  Slide 16
Chpt 10 - Product Mgmt



     • Brand Awareness -your product is the first
       that comes to mind in a certain product
       category
       eg. Snapple ice tea, jeans-Levi’s, walkman -
       SONY




                                 Not in the text
Part 4 - Products                                              Slide 17
Chpt 10 - Product Mgmt



     • Brand Association - the link to favourable
       images, celebrities, geographic regions
       ie. Red Strip - Jamaica, VW - Germany,
       Screech - NFLD
       Bailey’s - 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
Part 4 - Products                                           Slide 18
Chpt 10 - Product Mgmt


         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
• 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                                             Slide 20
Chpt 10 - Product Mgmt

                              Most Valuable Global Brands
                    Brands                   Brand value
                                                                    14-2

                    Coca Cola               $ 36    Billion
                    Marlboro                $ 33    Billion
                    Nescafe                 $ 11    Billion
                    Kodak                   $ 10    Billion
                    Microsoft               $ 9.8   Billion
                    Budweiser               $ 9.7   Billion
                    Kellogg's               $ 9.3   Billion
                    Motorola                $ 9.2   Billion
                    Gillette                $ 8.2   Billion
                    Bacardi                 $ 7.1   Billion
    Source: Financial World
Part 4 - Products                      Slide 21
Chpt 10 - Product Mgmt


                         Terms
        brand                    trademark




        logo                     copyright
Part 4 - Products                         Slide 22
Chpt 10 - Product Mgmt


                         Terms         page 473

        trademark
        • a brand that has been given
          exclusive legal protection - name and
          the design
        copyright
        • music, or words that are given legal
          ownership by the author
Part 4 - Products                                          Slide 23
Chpt 10 - Product Mgmt


                              Brand Strategy

                    1. Manufacturers’/ National
                         a) Family
                         b) Individual
                    2. Private - page 222 - see slide 31
                    3. Generic - page 223 - see slide 31


                                          Page 221

								
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