1. Part 4 - Products Slide 1
Chpt 10 - Product Mgmt
Brand Brand Name
Trademark Generic Name
Product Line Product Mix
Page 216
Individual offering

2. Part 4 - Products Slide 2
Chpt 10 - Product Mgmt
Co-Branding
Two companies join to create a new
product carrying both their brands.

3. Part 4 - Products Slide 3
Chpt 10 - Product Mgmt
Co-Branding
Examples:
McCains cake and KFC
McDonalds & movie Mulan
Pizza Hut & Pepsi
Cereal box with other thing inside
Pizza Pizza and Blockbuster video rental &
Chocolate bar
Cinelex Odeon and Blockbuster

4. Part 4 - Products Slide 4
Chpt 10 - Product Mgmt
Brand
A name, term, sign, symbol, or design
(or some combination thereof) used to
identify the products of one firm and to
differentiate them from competitive
offerings. TEXT
Something used to show customers that
one product is different than the products
of another manufacturer. WTGR
Page 216

5. Part 4 - Products Slide 5
Chpt 10 - Product Mgmt
Brand Name
Words, letters, or symbols that make up a
name used to identify and distinguish the
firm’s offerings from those of its
competitors. Page 216

6. Part 4 - Products Slide 6
Chpt 10 - Product Mgmt
Trademark
A brand that has been given legal protection
and has been granted solely to its owner.

7. Part 4 - Products Slide 7
Chpt 10 - Product Mgmt
National Brand
Private Brand
Generic Name Brand
Generic Goods

8. Part 4 - Products Slide 8
Chpt 10 - Product Mgmt
Examples of the 3 differences between
a national brand, a private brand and a
generic brand
• Philadelphia Cream Cheese
• IGA Cream Cheese
• No Name brand cream cheese

9. Part 4 - Products Slide 9
Chpt 10 - Product Mgmt
National Brand
products that carry the name of the
manufacturer
ie. Maxwell House coffee
ie. Philadelphia cream cheese

10. Part 4 - Products Slide 10
Chpt 10 - Product Mgmt
Private Brand
products that carry the name of the
seller, not the manufacturer
ie. MasterChoice coffee
ie. IGA cream cheese

11. Part 4 - Products Slide 11
Chpt 10 - Product Mgmt
Generic Name Brand
A brand name over which the original owner has lost
exclusive claim because all offerings in the associated
class of products have become generally known by the
brand name (usually that of the first or leading brand in
that product class). TEXT
• names for product categories
ie. Velcro is the brand -
“hooked fabric fastener” is the generic name
ie. Xerox is the company
“photocopy” is the generic name,
- other examples???????? “rollerblades, Styrofoam”
, Jello, Vaseline, Q-tips, Kleenex

12. Part 4 - Products Slide 12
Chpt 10 - Product Mgmt
Terms
Generic Goods
• non-branded products that sell at discount
ie. dish soap, toilet paper, aluminum foil, etc.

13. Part 4 - Products Slide 13
Chpt 10 - Product Mgmt
Brand Loyalty Categories
1. Brand Recognition (also called Brand Equity)
2. Brand Preference / Loyalty
3. Insistence
Page 220

14. Part 4 - Products Slide 14
Chpt 10 - Product Mgmt
•Brand Recognition / Equity
•Brand Preference / Loyalty
•Brand Insistence
__________________
•Brand Awareness
•Brand Association
Page 220

15. Part 4 - Products Slide 15
Chpt 10 - Product Mgmt
• Brand Recognition / Equity - awareness, loyalty, quality,
emotion
• Brand Preference / Loyalty - the degree to which
customers are committed to further purchases eg. I will
always buy Reebok (Brand Insistence)
________________________________________________
• Brand Awareness -your product is the first that comes to
mind in a certain product category
eg. Snapple ice tea, jeans-Levi’s, walkman - SONY
• Brand Association - the link to favourable images,
celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany, Screech - NFLD
Bailey’s - Eire

16. Part 4 - Products Slide 16
Chpt 10 - Product Mgmt
• Brand Awareness -your product is the first
that comes to mind in a certain product
category
eg. Snapple ice tea, jeans-Levi’s, walkman -
SONY
Not in the text

17. Part 4 - Products Slide 17
Chpt 10 - Product Mgmt
• Brand Association - the link to favourable
images, celebrities, geographic regions
ie. Red Strip - Jamaica, VW - Germany,
Screech - NFLD
Bailey’s - Eire
• Paul Hogan - Subaru
• James Earl Jones (voice of CNN)
• Chihuahua - Taco Bell
• Jordan - Nike
• Julia Louis Dryfuss - Nice and Easy
• Candice Bergen - Sprint Canada
Not in the text

18. Part 4 - Products Slide 18
Chpt 10 - Product Mgmt
Brand Association - the link to favourable
images, celebrities, geographic regions
• white diamonds - liz taylor
• BMW Z3 - 007
• roots hats - olympics
• fubu - urban trend / hip hop
• right guard - Sir Charles
• Ru Paul - MAC Cosmetics
• Seinfeld - AMEX
Not in the text

19. • Brand Awareness -your product is the first that
comes to mind in a certain product category
eg. ice tea = Snapple, running shoes = Nike

20. Part 4 - Products Slide 20
Chpt 10 - Product Mgmt
Most Valuable Global Brands
Brands Brand value
14-2
Coca Cola $ 36 Billion
Marlboro $ 33 Billion
Nescafe $ 11 Billion
Kodak $ 10 Billion
Microsoft $ 9.8 Billion
Budweiser $ 9.7 Billion
Kellogg's $ 9.3 Billion
Motorola $ 9.2 Billion
Gillette $ 8.2 Billion
Bacardi $ 7.1 Billion
Source: Financial World

21. Part 4 - Products Slide 21
Chpt 10 - Product Mgmt
Terms
brand trademark
logo copyright

22. Part 4 - Products Slide 22
Chpt 10 - Product Mgmt
Terms page 473
trademark
• a brand that has been given
exclusive legal protection - name and
the design
copyright
• music, or words that are given legal
ownership by the author

23. Part 4 - Products Slide 23
Chpt 10 - Product Mgmt
Brand Strategy
1. Manufacturers’/ National
a) Family
b) Individual
2. Private - page 222 - see slide 31
3. Generic - page 223 - see slide 31
Page 221