10-1
Chapter 10
Brands,
Packaging and
Other Product
Features
10-2
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Chapter Goals
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Nature and importance of brands
Characteristics of a good brand name
Branding strategies of producers and middlemen
Building and using brand equity
Nature and importance of packaging and labeling
Packaging strategies
Marketing implications of product features
10-3
McGraw-Hill/Irwin
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
Brands
Brand
Name
Words, letters, numbers
that can be vocalized
Brand
Mark
Trade
Mark
10-4
Symbol, design, color, lettering
Legal protection of a brand
Brands
Reasons for branding
Consumers
Identity of product
Consistent quality
Easier, quicker
to shop
10-5
Sellers
Promotion
Recognition
Reduce price
comparison
Differentiation
Brands
Reasons for not branding
No promotion
Do not need consistent quality
Product can not be
physically differentiated
10-6
Selecting a Brand Name
Suggest
benefits
or
use
Adaptable
to
product line
additions
10-7
Easy to
pronounce
spell
remember
A
Good
Brand Name
Distinctive
Can be
registered
and legally
protected
Protecting a Brand Name
Product
counterfeiting
Generic usage
10-8
Producer’s Branding Strategies
Fabricating
Parts
materials
Producer’s
Own
Brands
Middlemen’s
brands
10-9
Middlemen’s Branding Strategies
Carry
Only
Producers’
brands
10-10
Carry both
Producer
And
Middleman’s
brands
Common Strategies to
Producers and Middlemen
Separate Names
Multiple-Brand
Branding
within a Family branding
product mix
Branding
For
Market
Saturation
Cobranding
Two or more
Brands on
the same product
10-11
Dual branding
The Leading Brands
10-12
Brands
Trademark
Licensing
Brand
Licensing
Brand
Equity
Value the brand
Adds to a
product
Owner grants permission to other firm to use
the brand name and brand mark on products
10-13
Packaging
Designing and producing the
container or wrapper for a product
Product
protection
Gain acceptance
from middlemen
Persuade
consumer
to buy
10-14
Packaging Strategies
Packaging the product line
Multiple packaging
Changing the packaging
10-15
Criticisms of Packaging
Depletes natural resources
Health hazards
Disposal of used packages
Deceptive
Expensive
10-16
Labeling
Brand
Descriptive
Grade
10-17
Brand applied
to the product
Gives information
Judged quality
Labeling
Fair
packaging
And
labeling
act
10-18
Nutrition
Labeling
And
Education
act
Product Strategies
Product
Design
Product
Color
Product Quality
10-19
Key Terms and Concepts
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Brand
Brand name
Brand mark
Trademark
Producer’s brand
Middlemen’s brand
Product counterfeiting
Family branding
Multiple-brand strategy
10-20
McGraw-Hill/Irwin
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Cobranding
Brand equity
Trademark licensing
Packaging
Family packaging
Multiple packaging
Label
Brand label
Descriptive label
Copyright © 2004 by The McGraw-Hill Companies, Inc. All rights reserved.
