CM13e Basic PPt ch12 (1)

CM13e Basic PPt ch12 (1) - CHAPTER12 Developing and...

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Chapter Objectives Developing and Managing Brand and Product Categories CHAPTER    12 1 2 4 7 8 Explain the benefits of category and brand management. Identify the different types of brands. Explain the strategic value of brand equity . Discuss how companies develop strong identities for their products and brands. Identify and briefly describe each of the new- product development strategies. Describe the consumer adoption process. List the stages in the new- product development process. Explain the relationship between product safety and product liability. 5 3 6
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CHAPTER 12 MANAGING BRANDS FOR COMPETITIVE ADVANTAGE Brand Name, term, sign, symbol, design, or some combination that identifies the products of one firm while differentiating them from the competition’s. BRAND LOYALTY Brand recognition Consumer awareness and identification of a brand. Brand preference Consumer reliance on previous experiences with a product to choose that product again. Brand insistence Consumer refusal of alternatives and extensive search for desired merchandise.
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CHAPTER 12 TYPES OF BRANDS Generic products Products characterized by plain labels, no advertising, and the absence of brand names. Manufacturer’s brand Brand name owned by a manufacturer or other producer. • Examples: Sony, Pepsi, Dell. • Private brands—brands offered by wholesalers and retailers. • Captive brands—national brands sold exclusively by a retail chain. • Example: Target’s sale of products by Michael Graves . Family brand Single brand name that identifies several related products. • Individual brand—uniquely identifies the item itself.
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CHAPTER 12 BRAND EQUITY Brand equity Added value that a respected, well-known brand name gives to a product in the marketplace. • Strong brand equity increases recognition, contributes to
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CM13e Basic PPt ch12 (1) - CHAPTER12 Developing and...

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