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Session 20 - James Patterson

Session 20 - James Patterson - Managing Existing Products...

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1 Managing Existing Products and Brand Names: James Patterson Session 20 Introduction to Marketing Professor Greenleaf Fall 2011
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Session 20 – James Patterson 2 A brand name can be a firm’s most important asset Let’s see what some well known brand names are worth
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Session 20 – James Patterson 3 World’s most valuable brand names 2011 InterBrand ratings
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Session 20 – James Patterson 4 Most valuable US retail brand names – 2011 Interbrand ratings
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Session 20 – James Patterson 5 James Patterson Case Do you know anyone who has read a James Patterson novel? http://www.jamespatterson.com/
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Session 20 – James Patterson 6 Why is James Patterson a “brand?” What are advantages of a well- known brand name? Consumer advantages? Operating advantages? How can an author be a brand?
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Session 20 – James Patterson 7 Brand Name Meaning What does the name “James Patterson” mean to readers? What other brands have strong meanings to consumers?
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Session 20 – James Patterson 8 Brand Name Personality Brand “personalities” Five dimensions of brand personality From Jennifer Aaker - “Dimensions of Brand Personality,” Journal of Marketing Research , 1997 Sincerity Excitement Competence Sophistication Ruggedness
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