MM1 - Lecture 17 - Oct27 2011_OnCourse

MM1 - Lecture 17 - Oct27 2011_OnCourse - Branding&Pricing

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Marketing Management 1 October 27, 2011 
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Objectives for today’s class… § Finish discussion of Branding § Outline different Pricing Objectives for firms § Understand how Pricing decisions are made § Evaluate various Pricing Strategies
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Branding Revisit § What is Brand Equity? § Why is it important?
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Building Strong Brands Brand Positioning Brand Name Selection Brand Sponsorship Brand Development
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Building Strong Brands n Brand Positioning n Brand Name Selection n Brand Sponsorship n Brand Development n T h r e e l e v e l s o f p
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Building Strong Brands n Brand Positioning n Brand Name Selection n Brand Sponsorship n Brand Development n G o o d B r a n d N a m e s : q S u g Brand: Chevy Nova Name: Nova In Spanish: ‘It doesn’t go.’
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Building Strong Brands n Brand Positioning n Brand Name Selection n Brand Sponsorship n Brand Development n Manufacturer brands n Private (store) brands q Costly to establish and promote q Higher profit margins n Licensed brands q Name and character licensing has grown n Co-branding q Advantages/ disadvantages
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Building Strong Brands n Brand Positioning n Brand Name Selection n Brand Sponsorship n Brand Development n L i n e e x t e n s i o n s q M i n o r
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Brand Development Strategies
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Building Strong Brands n Brands are known through advertising, personal experience, word of mouth, the Internet n Everyone in the company represents the brand n Companies need to periodically run a brand audit
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This note was uploaded on 11/23/2011 for the course MGCR 2049 taught by Professor Edwardbierbrier during the Fall '10 term at McGill.

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MM1 - Lecture 17 - Oct27 2011_OnCourse - Branding&Pricing

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