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    Product Strategies: Branding & Packaging Decisions

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    This document discusses key product strategy decisions around branding and packaging. It outlines functions of brands like creating awareness and guaranteeing quality. Branding decisions include whether to use a brand vs no brand, a private brand vs manufacturer's brand, and single vs multiple brands. Factors in these decisions include consumer identification and confidence. The document also covers product line decisions around length, width, depth, and consistency.

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    Attribution Non-Commercial (BY-NC)
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    Product Strategies: Branding & Packaging Decisions

    Uploaded by

    new scribd
    27 views17 pages
    This document discusses key product strategy decisions around branding and packaging. It outlines functions of brands like creating awareness and guaranteeing quality. Branding decisions include whether to use a brand vs no brand, a private brand vs manufacturer's brand, and single vs multiple brands. Factors in these decisions include consumer identification and confidence. The document also covers product line decisions around length, width, depth, and consistency.

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    Branding

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    This document discusses key product strategy decisions around branding and packaging. It outlines functions of brands like creating awareness and guaranteeing quality. Branding decisions include whether to use a brand vs no brand, a private brand vs manufacturer's brand, and single vs multiple brands. Factors in these decisions include consumer identification and confidence. The document also covers product line decisions around length, width, depth, and consistency.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
    Download as ppt, pdf, or txt
    27 views17 pages

    Product Strategies: Branding & Packaging Decisions

    Uploaded by

    new scribd
    This document discusses key product strategy decisions around branding and packaging. It outlines functions of brands like creating awareness and guaranteeing quality. Branding decisions include whether to use a brand vs no brand, a private brand vs manufacturer's brand, and single vs multiple brands. Factors in these decisions include consumer identification and confidence. The document also covers product line decisions around length, width, depth, and consistency.

    Copyright:

    Attribution Non-Commercial (BY-NC)
    Download as PPT, PDF, TXT or read online from Scribd
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    Product Strategies: Branding &

    Packaging Decisions
    Brand
    • any word, name, symbol, or device or any
    combination thereof used by a manufacturer or
    merchant to identify this goods and distinguish
    them from those manufactured or sold by
    others
    Functions of Brand

    • create identification and brand awareness


    • guarantee a certain level of quality, quantity,
    and satisfaction
    • help with promotion
    Branding Decisions
    • Branding vs. No Brand
    • Private Brand vs. Manufacturer's Brand
    • Single Brand versus Multiple Brands (in one
    country)
    • Local Brands vs. Worldwide Brand
    Branding vs. No Brand
    • Product
    - value-added commodity
    - better identification and awareness
    - promotion and differentiation
    - consumer confidence, brand loyalty, and
    repeat sales
    - possible to use premium pricing
    - allowing effective branding
    Product and Service Decisions

    Key Decisions • Product attributes


    – Quality, features, style
    and design
    • Individual Product
    • Branding
    • Product Line • Packaging
    • Product Mix • Labeling
    • Product support
    services
    Product and Service Decisions

    Key Decisions • Product line length


    – Line stretching: adding
    • Individual Product products that are higher
    or lower priced than the
    • Product Line existing line
    • Product Mix – Line filling: adding more
    items within the
    present price range
    Product and Service Decisions

    Key Decisions • Product line width:


    – number of different
    product lines carried by
    • Individual Product company
    • Product Line • Product line depth:
    – Number of different
    • Product Mix versions of each product
    in the line
    • Product line consistency
    Brand Strategy

    Key Decisions • Manufacturer brands


    • Private (store) brands
    • Brand Positioning – Costly to establish and
    promote
    • Brand Name – Higher profit margins
    Selection • Licensed brands
    • Brand Sponsorship – Name and character
    licensing has grown
    • Brand Development • Co-branding
    – Advantages / disadvantages
    Private Brand vs.
    Manufacturer’s Brand

    • Distributor's (Private) Brand


    • lower retail price for price-sensitive consumers
    • higher profit margin for distributor
    Private Brand vs.
    Manufacturer’s Brand

    • Manufacturer's Brand
    - better image and market acceptance
    - no promotion hassles for distributor
    Single Brand vs. Multiple Brands (in
    one country)
    • Single Brand
    - full attention for maximum impact
    - based on assumption of market homogeneity
    • Multiple Brands
    - market segmentation
    - based on assumption of market heterogeneity
    Local Brands vs. Worldwide Brand
    • Worldwide Brand
    - based on assumption of market homogeneity
    - uniform brand image
    - convenient identification
    - status and prestige
    - maximum market impact
    - lower production costs
    - lower advertising costs
    Local Brand vs. Worldwide Brands
    • Local Brands
    - allowing quality variations
    - easier pronunciation by local consumers
    - avoiding negative connotation.
    - avoiding legal complications
    - circumventing price control
    - discouraging gray marketing
    Brand Characteristics
    • short and easy to pronounce (in local
    languages)
    • suggesting product benefits without negative
    connotations
    • unique or distinctive (or capable of being
    distinctive)
    Hierarchy of Registration Eligibility

    • Fanciful Mark
    - coined solely for purpose of identifying a particular product
    - strongest legal protection
    • Arbitrary Mark
    - ordinary word that is used on a product in a totally
    nondescriptive way
    • Suggestive Mark
    - subtly indicating something about a product
    - requiring consumers to use imagination to link the mark to
    a product's characteristic
    Hierarchy of Registration Eligibility
    • Descriptive Mark
    - immediately conveying a product's
    characteristic, quality, or feature
    - not requiring consumers to use imagination
    • Generic Mark
    - identifying a product rather than its
    manufacturer/marketer
    - no legal protection

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