6-1. Brand and Product Decisions.pdf - Dissertation...

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Boston University Slideshow Title Goes Here Dissertation Overview Brand and Product Decisions Any memorable advertisements or marketing messages?
Boston University Slideshow Title Goes Here Introduction to Brands and Products Brand and product concepts Local, international, and global brands Product design issues Attitudes towards foreign products Strategic alternatives New product issues 110v or 220v ?
Boston University Slideshow Title Goes Here Basic Product Concepts A product is a good, service, or idea Tangible Attributes Intangible Attributes Product classification Consumer goods Industrial goods PVC pipe is an example of an industrial product.
Boston University Slideshow Title Goes Here Product vs. Brand A product is anything that can be offered to the market for attention, acquisition, use, or consumption that might satisfy a need or want. Thus, a product can be a physical good, service, organization, place or ideas A brand is a product but adds other dimensions that differentiate it in some way from other products designed to satisfy the same need
Boston University Slideshow Title Goes Here What Is a Brand? 1. Differentiating factor Branding is all about creating differences between products. Marketers give a name to the product and adds other brand element to identify it. Marketers teach consumers through branding what the product does and why consumers should care “A brand is a name, term, sign, symbol, or design, or a combination of them , intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors”
Boston University Slideshow Title Goes Here What Is a Brand? 2. Perceptions in consumers’ minds A brand is also a collection of perceptions in the minds of consumers that can be both positive and negative; a bundle of images and experiences in consumers’ minds 3. Promise A promise made by a particular company about a particular product T he promise you make and keep in every marketing activity, every action, every corporate decision, and every customer interaction Quality certification
Boston University Slideshow Title Goes Here Examples of Computer Brands
Boston University Slideshow Title Goes Here Examples of Computer Brands
Boston University Slideshow Title Goes Here
Boston University Slideshow Title Goes Here World’s Most Valuable Brands, 2008 1. Coca-Cola 2. IBM 3. Microsoft 4. GE 5. Nokia 6. Toyota 7. Disney 8. McDonald’s 17. Cisco 18. Marlboro 19. Citi 20. Honda 21. Samsung 22. H & M 23. Oracle 24. Apple 25. Sony 9. Disney 10. Google 11. Mercedes-Benz 12. Hewlett-Packard 13. BMW 14. Gillette 15. American Express 16. Louis Vuitton
Boston University Slideshow Title Goes Here
Boston University Slideshow Title Goes Here Brand Equity The added value that accrues to a product as a result of investments in the marketing of the brand An asset that represents the value created by the relationship between the brand and customer over time
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