Oct 30 - Product Strategy, Part IV

Oct 30 - Product Strategy, Part IV - Co-branding 5 Key...

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Product Strategy, Part 4 October 30, 2009 Instructor: Tamar Milne
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Agenda Key product element: Brand Brand categories Brand equity Key product element: Packaging For next class. .. Choosing presentation dates 2
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Key Product Element: Brand Brand: name, term, sign, symbol, or any other feature that identifies and differentiates a product 3
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Categorizing Consumer Brands By Brand Names By Brand Ownership 4 Corporate or Family Manufacturer Corporate + Product Line Individual Store/Private Label Generic
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Brand Equity Brand equity: added value for a product from a well-known, respected brand name Brand awareness Perceived value Brand associations Brand loyalty Strong brand equity enables: Brand extensions Brand licensing
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Unformatted text preview: Co-branding 5 Key Product Element: Packaging Different packaging needs for manufacturers, retailers, consumers Influences consumer decisions at the point of purchase Represents brand and positioning Portrays quality and price Enhances convenience Labelling is informational and an important communication tool Legal requirements, ethical and social issues 6 For Next Class. .. Readings: Chapter 12: Pricing Concepts and Strategies 7 Presentation Dates Wednesday, November 25 (2 teams) Friday, November 27 (2 teams) Monday, November 30 (2 teams) Wednesday, December 2 (2 teams) Friday, December 4 (1 team) 8...
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Oct 30 - Product Strategy, Part IV - Co-branding 5 Key...

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