The document discusses various concepts related to marketing products and branding. It defines what a product is and discusses the different levels of a product from the core benefit to potential future products. It also covers strategies for differentiating and augmenting products. Branding is discussed including defining brands and the importance of branding for both consumers and marketers through concepts like brand awareness, image, loyalty and equity.

1. Marketing Management Setting product strategy

3. Components of the Market Offering Attractiveness of the market offering Value-based prices Services mix and quality Product features and quality

6. Five Product Levels Core benefit Potential product Augmented product Expected product Basic product

17. BREADTH/WIDTH (DIFFERENT LINES) Detergents Toothpaste Soaps Tide Dash Bold DEPTH (ASSORTMENT WITHIN A LINE) Gleem Crest Camay Safeguard Oil of Olay Each in various sizes and prices Each in various sizes and prices Each in various sizes and prices P&G Product Mix

18. Branding Definition Brand Brand Name Brand Mark Trademark The element of the brand that can be vocalized. Name, term, sign, symbol, design or combination used to identify and differentiate a company’s products from competitors. The element of the brand that cannot be vocalized. A brand or part of a brand this is registered with the US Patent and Trademark office. Term

20. Brand Relationships Brand Awareness Brand Image Brand Loyalty Brand Equity

21. Brand Strategies New Brands Brand Extension New Brand Name Product Category Line Extension Existing Existing Multibrands New

22. Branding Strategies Product Mix Branding Strategies Individual Brand Name Strategy Family Brand Name Strategy Company Name Family Brand for Product Types Family & Individual Brand Name

23. Packaging: The 5th P All the activities of designing and producing the container for a product.

25. Functions of Packaging Protecting Storage Facilitating Disposal Facilitating Consumption Promoting

27. Labels Identify Describe Promote