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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