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Chapter 13

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José Faia
José Faia
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Product and branding strategy Chapter 13
Introduction ,[object Object],[object Object],[object Object],[object Object],[object Object]
Levels of a product Figure 13.1  Three levels of product
Levels of a product ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],-
Product classifications ,[object Object],[object Object],[object Object],[object Object]
Consumer products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Table 13.1  Marketing considerations for consumer products
Industrial products ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Organisations, persons, places and ideas ,[object Object]
Product decisions ,[object Object],[object Object],[object Object],[object Object]
Individual product decisions ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product attributes ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Branding ,[object Object]
Branding: benefits for consumers ,[object Object],[object Object],[object Object]
Branding: supplier advantage ,[object Object],[object Object],[object Object],[object Object]
Branding: powerful marketing mechanism ,[object Object],[object Object],[object Object],[object Object]
Packaging ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Labelling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product support services ,[object Object],[object Object]
Product line considerations ,[object Object],[object Object],[object Object],[object Object],[object Object]
Product line length decisions ,[object Object],[object Object],[object Object]
Product line stretching ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 13.3  Product-line stretching decisions
Product line filling ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product mix decisions ,[object Object]
4 Dimensions of the product mix ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Product mix strategies ,[object Object],[object Object],[object Object],[object Object]
Branding strategy ,[object Object],[object Object],[object Object],[object Object]
Brand equity ,[object Object],[object Object],[object Object]
Brand equity ,[object Object]
Brand valuation ,[object Object],[object Object],[object Object],[object Object]
Figure 13.4  Major brand strategy decisions
Aspects of brand positioning ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand name selection ,[object Object],[object Object]
Desirable qualities for a brand name ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand sponsorship ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Manufacturers’ brand versus private brand ,[object Object]
Manufacturers’ brand versus private brand ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand licensing ,[object Object],[object Object]
Co-branding ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Figure 13.5  Brand development strategies
Brand development ,[object Object],[object Object],[object Object],[object Object]
Brand development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand development ,[object Object],[object Object],[object Object],[object Object],[object Object],[object Object]
Brand development ,[object Object],[object Object]

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Chapter 13