co branding products

Part 4 - Products Chpt 10 - Product Mgmt Slide 1 Brand Trademark Brand Name Generic Name Product Line Product Mix Individual offering Page 216 Part 4 - Products Chpt 10 - Product Mgmt Slide 2 Co-Branding Two companies join to create a new product carrying both their brands. Part 4 - Products Chpt 10 - Product Mgmt Slide 3 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 Chpt 10 - Product Mgmt Slide 4 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 Chpt 10 - Product Mgmt Slide 5 Brand Name Words, letters, or symbols that make up a name used to identify and distinguish the firm’s offerings from those of its Page 216 competitors. Part 4 - Products Chpt 10 - Product Mgmt Slide 6 Trademark A brand that has been given legal protection and has been granted solely to its owner. Part 4 - Products Chpt 10 - Product Mgmt Slide 7 National Brand Private Brand Generic Name Brand Generic Goods Part 4 - Products Chpt 10 - Product Mgmt Slide 8 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 Chpt 10 - Product Mgmt Slide 9 National Brand products that carry the name of the manufacturer ie. Maxwell House coffee ie. Philadelphia cream cheese Part 4 - Products Chpt 10 - Product Mgmt Slide 10 Private Brand products that carry the name of the seller, not the manufacturer ie. MasterChoice coffee ie. IGA cream cheese Part 4 - Products Chpt 10 - Product Mgmt Slide 11 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 Chpt 10 - Product Mgmt Slide 12 Terms Generic Goods • non-branded products that sell at discount ie. dish soap, toilet paper, aluminum foil, etc. Part 4 - Products Chpt 10 - Product Mgmt Slide 13 Brand Loyalty Categories 1. Brand Recognition (also called Brand Equity) 2. Brand Preference / Loyalty 3. Insistence Page 220 Part 4 - Products Chpt 10 - Product Mgmt Slide 14 •Brand Recognition / Equity •Brand Preference / Loyalty •Brand Insistence __________________ •Brand Awareness •Brand Association Page 220 Part 4 - Products Chpt 10 - Product Mgmt Slide 15 • 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 Chpt 10 - Product Mgmt Slide 16 • 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 Chpt 10 - Product Mgmt Slide 17 • 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 Chpt 10 - Product Mgmt Slide 18 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 Chpt 10 - Product Mgmt Slide 20 Most Valuable Global Brands Brands Coca Cola Marlboro Nescafe Kodak Brand value 14-2 $ 36 $ 33 $ 11 $ 10 Billion Billion Billion Billion Microsoft Budweiser Kellogg's Motorola Gillette Bacardi Source: Financial World $ 9.8 $ 9.7 $ 9.3 $ 9.2 $ 8.2 $ 7.1 Billion Billion Billion Billion Billion Billion Part 4 - Products Chpt 10 - Product Mgmt Slide 21 Terms brand trademark logo copyright Part 4 - Products Chpt 10 - Product Mgmt Slide 22 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 Chpt 10 - Product Mgmt Slide 23 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