Chapter 10 Branding Lecture1 - Branding! BA320 Fall2010...

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Branding !!! BA 320  Fall 2010
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Class Announcements CONNECT progress Extra credit revision Extra credit class dates on syllabus now become  review sessions with Un-Pop Quizzes (meaning:  you know I’m giving one those days!) 
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A Note about the Chapter Material This chapter covers concepts related to product  and packaging decisions as well. Please read the material and be able to  distinguish between the following concepts: Product assortment/product mix Product category Product breadth and depth SKUs Strategies for changing product assortment Primary vs. secondary packaging  Recent innovations in packaging 
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Agenda Discuss why branding a product, service, or  experience is so key to marketing strategy Discuss several key dimensions of branding:  Types of brands The building blocks of brands Brand personality Branding Strategies
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Branding: The “Granddaddy” of  ALL marketing strategy decisions.  *Most marketing activities that  are visible to consumers are  branding- related.   *These activities create an  identity  for marketing offerings.  *Branding is what gives market  offerings their  VALUE.  
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What is a Brand?  Take a minute and write down the names of your  five favorite brands.  What do these brands do for you in your everyday  life? How do these brands benefit you on any/all of  these dimensions?  *Monetary *Emotional *Cognitive *Social *Any other dimensions?  
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Old Definition of Brands: Brand=Sum of Its Brand Attributes “Brand Attributes” are typically understood 
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Chapter 10 Branding Lecture1 - Branding! BA320 Fall2010...

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