branding - Film: Louisville slugger sporting equipment...

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Film: Louisville slugger sporting equipment Branding downsides If the product fails or is bad quality your name is to blame Branding Needs a Strategy Decision Brand: use of a name, a term, symbol, design to identify a product Brand: unique word, letter or group of letters Brands Make shopping easier Improves company’s image Competitors cannot copy Brand can deliver 4 levels of meaning Attribute o Mercedes: well engineered, safe, Benefits o Functional and appeals to emotion Value o High performance and safety Personality o People who can’t afford the top grade go to lower grade Conditions favorable to branding Easy to label and identify Best value for price Dependable and widespread availability Market price can be high enough Economies of scale o Cost drop and profits increase Favorable shelf or display space o This is where you get the face time Achieving brand familiarity is not easy Brand rejection: potential customers won’t buy the brand unless the image is
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branding - Film: Louisville slugger sporting equipment...

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