Branding
LEARNING RESOURCES
1.PRODUCTS, SERVICES, & BRANDING
a.Products
i.Products vs. services
1.pure tangible goods
2.pure services
3.products with accompanying services
4.hybrid offer
5.service with accompanying goods
6.experiences
ii.levels of product
1.core product
2.actual product
a.quality level
b.features
c.design
d.brand name
e.packaging
3.augmented product
a.installation
b.after-sale service
c.delivery and credit
d.warranty
iii.Product classifications
1.consumer products
a.convenience products
b.shopping products
c.specialty products
d.unsought products
2.industrial products
a.materials and parts
i.raw materials
ii.manufactured parts
b.capital items
i.installations
ii.accessory equipment
c.supplies and services
i.operating supplies
ii.repair & maintenance items
iii.maintenance and repair services
iv.business advisory services
3.organizations, persons, places, and ideas
a.organizations
i.corporate image advertising
b.persons
c.place
d.ideas
i.social marketing
iv.Product decisions
1.product attributes
a.product quality
i.performance quality
ii.conformance quality
b.product features
c.product style & design
d.branding
i.levels of brand familiarity (recognition & acceptance)
1.rejection
2.non-recognition
3.recognition
4.preference
5.insistence
ii.brand equity
iii.brand name selection
1.be suggestive of product
2.be easy to recognize, pronounce, and remember
3.be distinctive
4.be extendable
5.be easily translated into other languages
6.be capable of registration & legal protection
iv.brand sponsor
1.manufacturer’s brand
2.private brand (store brand)
3.licensed brand
4.co-brand
a.greater brand equity
b.easier to enter product category
c.involve legal complications
d.must carefully coordinate advertising, promotion
e.trust care of own brand to another company
v.brand strategy
1.line extensions
2.brand extensions
3.multibrands
a.flanker (fighter) brands
4.new brands
5.megabrands
vi.packaging
1.packaging concept
2.utility
3.safety
vii.labeling
1.identify
2.describe
3.satisfy legal disclosure responsibilities
a.unit pricing
b.open dating
c.nutritional labeling
viii.product support services
2.product line decisions
a.product line length
i.product line stretching
1.downward stretching
2.upward stretching
3.stretching in both directions
ii.product line filling
3.Product mix decisions
a.Width
b.Length
c.Depth
b.Services marketing
i.Service providers
1.governments
2.private nonprofit organizations
3.business organizations
ii. characteristics of services
1.intangibility
2.inseparability
3.variability
4.perishability
iii.Strategies
1.Internal marketing
2.Interactive marketing
3.External marketing
a.Products
i.Products vs. services
1.pure tangible goods
2.pure services
3.products with accompanying services
4.hybrid offer
5.service with accompanying goods
6.experiences
ii.levels of product
1.core product
2.actual product
a.quality level
b.features
c.design
d.brand name
e.packaging
3.augmented product
a.installation
b.after-sale service
c.delivery and credit
d.warranty
iii.Product classifications
1.consumer products
a.convenience products
b.shopping products
c.specialty products
d.unsought products
2.industrial products
a.materials and parts
i.raw materials
ii.manufactured parts
b.capital items
i.installations
ii.accessory equipment
c.supplies and services
i.operating supplies
ii.repair & maintenance items
iii.maintenance and repair services
iv.business advisory services
3.organizations, persons, places, and ideas
a.organizations
i.corporate image advertising
b.persons
c.place
d.ideas
i.social marketing
iv.Product decisions
1.product attributes
a.product quality
i.performance quality
ii.conformance quality
b.product features
c.product style & design
d.branding
i.levels of brand familiarity (recognition & acceptance)
1.rejection
2.non-recognition
3.recognition
4.preference
5.insistence
ii.brand equity
iii.brand name selection
1.be suggestive of product
2.be easy to recognize, pronounce, and remember
3.be distinctive
4.be extendable
5.be easily translated into other languages
6.be capable of registration & legal protection
iv.brand sponsor
1.manufacturer’s brand
2.private brand (store brand)
3.licensed brand
4.co-brand
a.greater brand equity
b.easier to enter product category
c.involve legal complications
d.must carefully coordinate advertising, promotion
e.trust care of own brand to another company
v.brand strategy
1.line extensions
2.brand extensions
3.multibrands
a.flanker (fighter) brands
4.new brands
5.megabrands
vi.packaging
1.packaging concept
2.utility
3.safety
vii.labeling
1.identify
2.describe
3.satisfy legal disclosure responsibilities
a.unit pricing
b.open dating
c.nutritional labeling
viii.product support services
2.product line decisions
a.product line length
i.product line stretching
1.downward stretching
2.upward stretching
3.stretching in both directions
ii.product line filling
3.Product mix decisions
a.Width
b.Length
c.Depth
b.Services marketing
i.Service providers
1.governments
2.private nonprofit organizations
3.business organizations
ii. characteristics of services
1.intangibility
2.inseparability
3.variability
4.perishability
iii.Strategies
1.Internal marketing
2.Interactive marketing
3.External marketing