Coke and america ben and jerrys and rural vermont

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Coke and America // Ben and Jerry’s and rural Vermont Brand storytelling Marketers seek to engage consumers with compelling stories about brands A firm may leverage a brand’s equity by using this: - Brand extensions a new product sold with the same brand name as a strong existing brand - Sub- Branding creating a secondary brand within a main brand that can help differentiate a product line to a desired target group BRAND STRATEGIES - Family branding a brand that a group of individual products or individual brands share - National or manufacture brands brands that the product manufacturer owns // retailers decide whether to offer their own versions - Private-label brands (store brands) brands that a certain retailer or distributor owns and sells o Ex: Wal-Mart sells store brands like Sam’s Cola and Sam’s cookies along with national brands such as coke and Oreos - Generic branding a strategy in which products are not branded and are sold at the lowest price possible - Licensing an agreement in which one firm sells another firm the right to use a brand name for a specific purpose and for a specific period of time o Ex: Brown Forman licenses its famous Jack Daniels’s bourbon name to TGI Friday’s to use on all sorts of menu items from shrimp to steak to chicken o Ex: when movie producers license their properties to manufacturers of a seemingly infinite number of products such as Harry Potter products - Cobranding an agreement between two brands to work together to market a new product o It benefits both partners when combining two brands provides more recognition power than either enjoys alone o Ingredient branding Toda, consumers can buy Breyer’s Ice Cream with Reece’s Peanut Butter Cups or M&M candies
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Chapter 9: Objective 4: Create Product Identity: The Package and Label Package the covering or container for a product that provides product protections, facilitates product use and storage, and supplies important marketing communication Universal Product Code (UPC) the set of black bars or lines printed on the side or bottom of most items sold in grocery stores and other mass-merchandising outlets - The UPC, readable by scanners, creates a national system of product identification Read pg. 264 & 265 for more information in book
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  • Spring '08
  • billthompson
  • Marketing, Brand, Universal Product Code, Diffusion of New Products

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