Brand equity enables brand extensions brand licensing

Info iconThis preview shows page 1. Sign up to view the full content.

View Full Document Right Arrow Icon
This is the end of the preview. Sign up to access the rest of the document.

Unformatted text preview: products at a manufacturer Product Category: A grouping of products which do roughly the same things or sold roughly the same way Breadth & Depth within a category: wide (breadth) means lots of products, depth means lots of variety. 14 7 10/1/12 Growing brands •  Line extension: addiOon of a new product to an exisOng line (increase product depth) •  Brand extension: addiOon of a new line, unrelated to others (increase product breadth) •  IN THE REAL WORLD these are more interchangable – at their heart is the idea of “extending the brand” THAT is important 15 Categorizing Consumer Brands By Brand Names Corporate or Family Corporate + Product Line Individual By Brand Ownership Manufacturer Store/Private Label Generic 16 8 10/1/12 Brand Equity •  Brand equity: added value for a product from a well- known, respected brand name –  Brand awareness –  Perceived value –  Brand associaOons –  Brand loyalty •  Strong brand equity enables: –  Brand extensions –  Brand licensing –  Co- branding 17 Brand Loyalty •  A measurement of how many product category purchases for each consumer are made up of the brand in quesOon –  What % of your soda pop purchas...
View Full Document

This document was uploaded on 01/14/2014.

Ask a homework question - tutors are online