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Products and Services: Branding

Products and Services: Branding. Jeremy Kees, Ph.D. What is a brand??. A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors. What is a brand??. Name

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Products and Services: Branding

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  1. Products and Services:Branding Jeremy Kees, Ph.D.

  2. What is a brand?? A name, term, sign, symbol, or design, or a combination of them, intended to identify the goods or services of one seller or group of sellers and to differentiate them from those of competitors.

  3. What is a brand?? • Name • Term • Sign • Design • But even more importantly, it’s an ECONOMIC ASSET!!

  4. The Role of a Brand • Identify the maker • Simplify decision making and reduce risk • Signify quality • Create barriers to entry • Secure a competitive advantage • Secure price premium

  5. What are the top global brands? (according to Interbrand/Businessweek 2008) #1? Worth $67 BILLION!! #2 – 5? (Hint: Think technology) Only Restaurant in the top-10? Only dot-com in the top-10? Top 3 gainers? Losers? LINK

  6. A great “brand” company… • P&G • Market research • Product innovation • Effective brand management

  7. What makes a brand successful? • Recognition • Consistent • Emotion Evoking • Zest • Jumpman (2) • Uniqueness vs

  8. Brand Loyalty • Brand Recognition • Schick • Brand Preference • Brand Insistence

  9. Measuring and Managing Brand Equity • Measuring Brand Success • Brand Audit • Brand Tracking • Brand Valuation • Managing Brands • Reinforcement • Revitalization

  10. Brand Portfolio Flankers Cash cows Low-end entry-level High-end prestige Anheuser-Busch

  11. Packaging & Labeling • Primary objectives of packaging: • Assistance in marketing the product (see labeling) • Protection from spoilage, damage, etc. • Cost effectiveness

  12. Packaging & Labeling • Primary objectives of labeling: • Communication • Identify Product • Describe Product • Grade Product • Promote Product • Warning

  13. Packaging & Labeling

  14. Brand Extensions • Extending the brand to an unrelated product • Usually a good idea… • “Carry-Over Effects” • Lower product cost launch • Improvements over previous products • Sometimes not… • Brand dilution • Inappropriate • My Favorite…

  15. Brand Licensing • Allowing other companies to use a brand name in exchange for a payment

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