Lecture 12 - Chapter 08 Product Services and Brands Building Customer Value Topics to Cover Branding Strategy Building Strong Brands Services Marketing

Lecture 12 - Chapter 08 Product Services and Brands...

This preview shows page 1 - 10 out of 29 pages.

Chapter 08 Product, Services, and Brands: Building Customer Value
Image of page 1
Topics to Cover Branding Strategy: Building Strong Brands Services Marketing
Image of page 2
Manufacturer has four sponsorship options. Manufacturer’s brand (National brand). Private brand (Store brand or Distributor brand). Licensed brand Co-brand Branding Strategy: Building Strong Brands Brand Sponsorship
Image of page 3
National Brands Vs Store Brands Sony – SonyBravia (National Brand) Wall-Mart (Store Brand) Branding Strategy: Building Strong Brands Brand Sponsorship
Image of page 4
Licensing (Licensed brand) Some companies spend millions to create their own brand while some take the license (by paying a fee) of an established brand which is proven. Name and character licensing has grown rapidly in the recent years. Branding Strategy: Building Strong Brands Brand Sponsorship
Image of page 5
Co-brand Occurs when two established brand names of different companies are used on the same product. In most co-branding situations, one company licenses another company’s well known brand to use in combination with its own. Branding Strategy: Building Strong Brands Brand Sponsorship
Image of page 6
Branding Strategy: Building Strong Brands Brand Development Strategies
Image of page 7
Branding Strategy: Building Strong Brands Brand Development Strategies Line Extension Occurs when a company extends existing brand names to new forms, colors, sizes, ingredients or flavors of the existing product category.
Image of page 8
Branding Strategy: Building Strong Brands Brand Development Strategies Line Extension A company might introduce line extensions as a low-cost, low-risk way to introduce new products or it might want to meet consumer desires for variety, to use excess capacity, or simply to command more shelf space from resellers.
Image of page 9
Image of page 10

You've reached the end of your free preview.

Want to read all 29 pages?

  • Fall '15
  • Marketing, Brand, national brand, strong brands

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture

  • Left Quote Icon

    Student Picture