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Click to edit Master title style,Click to edit Master text styles,Second level,Third level,Fourth level,Fifth level,2005 Prentice Hall,*,*,10-,*,Chapter 10 Product and Brand Decisions,Power Point,by,Kristopher Blanchard,North Central University,2005 Prentice Hall,10/2/2024,10-,1,Basic Product Concepts,A product is a good,service,or idea,Tangible Attributes,Intangible Attributes,Product classification,Consumer goods,Industrial goods,2005 Prentice Hall,10/2/2024,2,Product Types,Buyer orientation,Amount of effort expended on purchase,Convenience,Preference,Shopping,Specialty,2005 Prentice Hall,10/2/2024,3,Brands,Bundle of images and experiences in the customers mind,A promise made by a particular company about a particular product,A quality certification,Differentiation between competing products,The sum of impressions about a brand is the,Brand Image,2005 Prentice Hall,10/2/2024,4,Brands,2005 Prentice Hall,10/2/2024,5,Brands,The added value that accrues to a product as a result of investments in the marketing of the brand,An asset that represents the value created by the relationship between the brand and customer over time,2005 Prentice Hall,10/2/2024,6,Brands,“We have to shift to high value-added products,and to do that we need to improve our brand.”,-Noboru Fujimoto,President Sharp Electronics Corporation,2005 Prentice Hall,10/2/2024,7,Local Products and Brands,Brands that have achieved success in a single national market,Represent the lifeblood of domestic companies,Entrenched local products/brands can be a significant competitive hurdle to global companies,2005 Prentice Hall,10/2/2024,8,International Products and Brands,Offered in several markets in a particular region,Euro-brands,2005 Prentice Hall,10/2/2024,9,Global Products and Brands,Global products meet the wants and needs of a global market and is offered in all world regions,Global brands have the same name and similar image and positioning throughout the world,2005 Prentice Hall,10/2/2024,10,Global Products and Brands,A multinational has operations in different countries.A global company views the world as a single country.We know Argentina and France are different,but we treat them the same.We sell them the same products,we use the same production methods,we have the same corporate policies.We even use the same advertisingin a different language,of course.,-,Alfred Zeien Former Gillette CEO,2005 Prentice Hall,10/2/2024,11,Branding Strategies,Combination or tiered branding:allows marketers to leverage a companys reputation while developing a distinctive identity for a line of products,Sony Walkman,Co-branding features two or more company or product brands,NutraSweet and Coca-Cola,Intel Inside,2005 Prentice Hall,10/2/2024,12,Branding Strategies,Brand acts as an umbrella for new products,Example:The Virgin Group,Virgin Entertainment:Virgin Mega-stores and MGM Cinemas,Virgin Trading:Virgin Cola and Virgin Vodka,Virgin Radio,Virgin Media Group:Virgin Publishing,Virgin Television,Virgin Net,Virgin Hotels,Virgin Travel Group:Virgin Atlantic Airways,Virgin Holidays,2005 Prentice Hall,10/2/2024,13,Global Brand Development,Questions to ask when management seeks to build a global brand:,Will anticipated scale economies materialize?,How difficult will it be to develop a global brand team?,Can a single brand be imposed on all markets successfully?,2005 Prentice Hall,10/2/2024,14,Global Brand Development,Global Brand Leadership,Using organizational structures,processes,and cultures to allocate brand-building resources globally,to create global synergies,and to develop a global brand strategy that coordinates and leverages country brand strategies,2005 Prentice Hall,10/2/2024,15,Global Brand Development,Create a compelling value proposition,Think about all elements of brand identity and select names,marks,and symbols that have the potential for globalization,Research the alternatives of extending a national brand versus adopting a new brand identity globally,Develop a company-wide communication system,2005 Prentice Hall,10/2/2024,16,Global Brand Development,Develop a consistent planning process,Assign specific responsibility for managing branding issues,Execute brand-building strategies,Harmonize,unravel confusion,and eliminate complexity,2005 Prentice Hall,10/2/2024,17,Local versus Global Products and Brands:A Needs-Based Approach,Physiological,Safety,Social,External/Internal,Esteem,Self-actualization,2005 Prentice Hall,10/2/2024,18,Country of Origin as Brand Element,Perceptions about and attitudes toward particular countries often extend to products and brands known to originate in those countries,Japan,Germany,France,Italy,2005 Prentice Hall,10/2/2024,19,Packaging,Consumer Packaged Goods when the packaging is designed to protect or contain the product during shipping,Eco-Packaging because package designers must address environmental issues,Offers communication cues that provide consumers with a basis for making a purchase decision,2005 Prentice Hall,10/2/20
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