IMPORTANCE OF BRANDS
IN PRODUCT PLANNING
• Branding helps to assure customers
consistent quality
• Branding identifies the firm that
manufactured the product
• Branding helps address new target
markets – extending the brands
GENERATING BRANDS
•Generated internally by
employees/computer software
•Computer checks to see if other names
are out there
•Can hire advertising agencies to
generate brand names
TYPES OF BRANDS
3types
• NATIONAL – (manufacturer brands)
– Owned and initiated by
manufacturers
– Generate majority of sales
for product categories
– Indicate a certain quality
and price
PRIVATE – (retailers and wholesalers)
• The manufacturers name doesn’t
appear on product
• Appeal to customers who
want the quality and performance
of national brands but at a lower price
• Better controlled by retailers – cannot
be sold by competitors
GENERIC – (no frills)
• Do not carry name brand
• Generally sold in supermarkets/discount stores
• Priced 30-50% lower than national brands
• Priced 10-15% lower than private
brands
• Cost less because they are not
heavily advertised/promoted
The Persuaders
• Part 1 & 2
– http://www.pbs.org/wgbh/pages/frontline/show
s/persuaders/view/