?
• Anything capable of satisfying a need or a want.
• A distinguishing symbol, mark, logo, name, word, sentence or a combination of these items that companies use to distinguish their product from others in the market.

• Give three examples of brands you are loyal to.
• What products are there for which you are a brand switcher, i.e. you have no preference for or loyalty to a particular brand?
• What product can you think of for which the name of the brand is totally unimportant?

(MK, p. 60)
PARAGRAPH ONE:
• HEADING?
• DEFINITION of product?
• EXAMPLES OF PRODUCTS?
• PRODUCT LINE? PRODUCT MIX?
• EXPLAIN: Companies are... constantly reevaluating their product mix.
• Why do companies’ product mixes regularly change?

Product line examples
• __???_______
• Bar/Body Wash
• Deodorant
• Hair
• Lotions
• Men+Care
• Dermaseries
• Expertshave
Chocolate
Candies
Dorina
Kiki, Bronhi
Xmas and New
Year range
Salted products VIC
Sugarfree products
Family brand or individual brands?
Cooking assortment

Product line examples
• __???_______
• Bar/Body Wash
• Deodorant
• Hair
• Lotions
• Men+Care
• Dermaseries
• Expertshave
Chocolate
Candies
Dorina
Kiki, Bronhi
Xmas and New
Year range
Salted products VIC
Sugarfree products
Family brand or individual brands?
Cooking assortment

• HEADING?
• DEFINITION?
• OBJECTIVES OF BRANDING?
• HOW IS BRAND RECOGNITION
ACHIEVED?
• B2B?
• B2C?
• Other useful expressions?

z
4
5
?
3
1 x
2
8 9
10 w y
6
7

Which brands do you have an emotional attachment to because they represent your attitudes and feelings?

• HEADING?
• CORPORATE BRAND NAME vs.
INDIVIDUAL BRAND NAME – give examples

• Corporate brand (family brand, umbrella brand): e.g. Philips, Virgin, Yamaha, Apple, IBM, Harley
Davidson, Toyota, Honda, Ford...
– Whithin the family brand Apple markets computers, phones, accessories, music players and tablets.
• Individual brand: e.g. P&G vs. Pringles, Pampers, Gillette & Duracell e.g. Unilever vs. Knorr, Hellmans, Magnum, Axe, Dove
– Company uses a distinctive logo, name and marketing strategy for each product it sells.
• Private / store brand : (trgovačke robne marke) e.g. KPlus , Clever , S-Budget , Okusi zavičaja, Balea ...
• White label product – What’s the connection with any of the terms above?

MULTI-BRAND STRATEGY
- give examples
Whose brands are these?
Juicy Fruit, ________'s Spearmint, 5 gum, Orbit,
Airwaves, Hubba-Bubba and Winterfresh®
-give reasons

MULTI BRAND STRATEGY
Marketing of t___ or more sim_____ and competing products by the sa___ firm under different and unrelated br_____. While these brands eat into each others' sales (cannibalism), m____-brand strategy does have some adv_________ as a means of:
(1) obtaining greater sh___ space and leaving little for comp________' products,
(2) saturating a market by filling all price and quality gaps,
(3) catering to brand-sw______, users who like to experiment with different brands, and
(4) keeping the firm's man_______ on their toes by generating internal com________.

MULTI-BRAND STRATEGY
Marketing of two or more similar and competing products by the same firm under different and unrelated brands.
While these brands eat into each others' sales
(cannibalism), multi-brand strategy does have some advantages as a means of:
(1) obtaining greater shelf space and leaving little for competitors' products,
(2) saturating a market by filling all price and quality gaps,
(3) catering to brand-switchers, users who like to experiment with different brands, and
(4) keeping the firm's managers on their toes by generating internal competition.
L’Oreal
Garnier
Kerastase

HEADING?
BEST GLOBAL BRANDS
WORTH OF A BRAND vs.
COMPANY’S PHYSICAL
ASSETS
Apple
Google
Coca-Cola
IBM
Microsoft
General Electric
Samsung
Toyota
McDonald’s
Mercedes Benz
EXPLAIN: A company’s market value can be much greater than its book value.
WHY?
HW: Comprehension p 61 (answer in writing)
Vocabulary p 61

→ RB, p 100 & 101
→ RB, p 107, exercises 1 – 6 (team work)
→ Exchange RB with colleagues and compare phrases used
TASK: Write a letter of inquiry to Ms Linda
Bertich (p 101, bottom). Use phrases provided on p 105 & 106