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F10 MKTG 3104 Student 11. Product Strategy, Part 2

F10 MKTG 3104 Student 11. Product Strategy, Part 2 -...

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Click to edit Master subtitle style 11/5/10 BRANDING STRATEGY Multiproduct branding strategy (family brand, umbrella brand) leverage brand equity, cut costs risk of brand dilution
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Click to edit Master subtitle style 11/5/10 BRANDING STRATEGY Multibranding strategy Individual brands (e.g., General Mills) Bisquick, Gold Medal, Old El Paso, Pop Secret, Wheaties, Yoplait more expensive to build many brands less risk of brand dilution
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Click to edit Master subtitle style 11/5/10 Co-branding use of two or more brand names Mrs. Smith’s Cinnabon Apple Crumb Pie combines positive associations of both brands each risks brand dilution BRANDING STRATEGY
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Click to edit Master subtitle style 11/5/10 Leverage brand equity Risk brand dilution (reduction in brand equity) BRAND EXTENSIONS ARE MOST SUCCESSFUL… a. at the same quality level starbucks coffee liqueur, disney sleeping beauty pens----1200 dollars
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11/5/10 PRIVATE LABEL BRANDS v Recent strong growth in private label sales (U.S. = +10.2%) v
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