ch11 - Chapter 11 Developing and Managing Brand and Product...

Info iconThis preview shows pages 1–3. Sign up to view the full content.

View Full Document Right Arrow Icon
Chapter 11 Developing and Managing Brand and Product Categories Creating and Protecting a Strong Identity for Products Branding is the process of creating that identity Buyers respond to branding by making repeat purchases because they identify the item with the name of its producer 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 Brands have a powerful influence on consumer behaviour Brand Loyalty Measured in three stages: 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 refusals of alternatives and extensive search for desired merchandise Types of Brands Generic product Item characterized by plain label, with no advertising and no brand name Manufacturers’ brand or National brand Brand name owned by a manufacturer or other producer Examples: Sony, Pepsi, Dell Private brands Brand name placed on products marketed by wholesalers and retailers Captive brands National brands that are sold exclusively by a retail chain Canadian Tire’s captive brands include Debbie Travis line of paints Family brand Single brand name that identifies several related products Individual brand Unique brand name that identifies a specific offering within a firm’s product line and that is not grouped under a family brand Brand Equity Brand equity Added value that a respected, well-known brand name gives to a product in the marketplace Strong brand equity Increases likelihood customers will recognize firm’s product or product line Can contribute to buyers’ perceptions of product quality Can reinforce customer loyalty and repeat purchases Facilitates expansion into international markets Built sequentially on five dimensions: differentiation, energy, relevance, esteem, and knowledge The Role of Category and Brand Managers Category management Product management system in which a category manager—with profit and loss responsibility—oversees a product line Help retailer’s category buyer maximize sales for the whole category, not just particular manufacturer’s product Also identify opportunities for growth, set performance targets, and create marketing strategy Brand manager Marketing professional charged with planning and implementing marketing strategies and tactics for a brand Product Identification Products identified in the marketplace by brand names, symbols, and distinctive packaging
Background image of page 1

Info iconThis preview has intentionally blurred sections. Sign up to view the full version.

View Full DocumentRight Arrow Icon
Choices about how to identify products are a major strategic decision Product Identification choices: Brand name Brand mark Generic name Trademark Trade dress Brand name Part of a brand consisting of words or letters that form a name that identifies and distinguishes a firm’s offering from those of its competitors Effective brand names are easy to pronounce, recognize, and remember
Background image of page 2
Image of page 3
This is the end of the preview. Sign up to access the rest of the document.

This note was uploaded on 09/28/2011 for the course ADMS ADMS taught by Professor Kk during the Spring '11 term at York University.

Page1 / 5

ch11 - Chapter 11 Developing and Managing Brand and Product...

This preview shows document pages 1 - 3. Sign up to view the full document.

View Full Document Right Arrow Icon
Ask a homework question - tutors are online