4. Brands
Brand Words, letters, numbers
Words, letters, numbers
Name that can be vocalized
that can be vocalized
Brand
Symbol, design, color, lettering
Mark Symbol, design, color, lettering
Trade
Mark Legal protection of a brand
Legal protection of a brand
10-4
5. Brands
Reasons for branding
Reasons for branding
Consumers
Consumers
Identity of product
Consistent quality
Easier, quicker
to shop
10-5
Sellers
Sellers
Promotion
Recognition
Reduce price
comparison
Differentiation
6. Brands
Reasons for not branding
Reasons for not branding
No promotion
Do not need consistent quality
Product can not be
physically differentiated
10-6
7. Selecting a Brand Name
Suggest
Suggest
benefits
benefits
or
or
use
use
Adaptable
Adaptable
to
to
product line
product line
additions
additions
10-7
Easy to
Easy to
pronounce
pronounce
spell
spell
remember
remember
A
A
Good
Good
Brand Name
Brand Name
Distinctive
Distinctive
Can be
Can be
registered
registered
and legally
and legally
protected
protected
8. Protecting a Brand Name
Product
Product
counterfeiting
counterfeiting
Generic usage
Generic usage
10-8
11. Common Strategies to
Producers and Middlemen
Separate Names
Branding
Branding
within a Family
within a
product mix
product mix
Two or more
Brands on
the same product
10-11
Multiple-Brand
Branding
Branding
For
For
Market
Market
Saturation
Saturation
branding
Cobranding
Cobranding
Dual branding
14. Packaging
Designing and producing the
Designing and producing the
container or wrapper for a product
container or wrapper for a product
Product
Product
protection
protection
Gain acceptance
Gain acceptance
from middlemen
from middlemen
Persuade
Persuade
consumer
consumer
to buy
to buy
10-14
15. Packaging Strategies
Packaging the product line
Packaging the product line
Multiple packaging
Multiple packaging
Changing the packaging
Changing the packaging
10-15
16. Criticisms of Packaging
Depletes natural resources
Depletes natural resources
Health hazards
Health hazards
Disposal of used packages
Disposal of used packages
Deceptive
Deceptive
Expensive
Expensive
10-16