Brand Decisions
Brand
 Any
name, term, design, or symbol
or other feature that distinguishes
products and services from
competitive offerings
(American Marketing Association)
 The
consumers' experience with an
organization, product, or service
(Chartered Institute of Marketing)
Private Label Brands
 Store-owned
brand marketed
exclusively for the store or line
 Dependent
retailer
upon the strength of the
Generic Brand
 No
brand at all which actually acts as
a brand for an affordable product
 Used heavily in grocery industry
Attitude Branding



The choice to represent a feeling, which is not
necessarily connected with the product or
consumption of the product at all
Nike
Abercrombie
"A great brand raises the bar – it adds a greater
sense of purpose to the experience, whether it's
the challenge to do your best in sports and
fitness, or the affirmation that the cup of coffee
you're drinking really matters." — Howard
Schultz (CEO, Starbucks Corp.)
Brand Loyalty
Proclaimed by some to be the ultimate
goal of marketing
 Consists of a consumer's commitment to
repurchase the brand and can be
demonstrated by repeated buying of a
product or service or other positive
behaviors such as word of mouth
advocacy
 Implies that the consumer sometimes
willing to put aside their own desires in
the interest of the brand

Private Label vs. Brand
Federated Dept Stores Mgt:
"With private label, retailers are able to
customize their lines to target
specific groups of consumers who
shop at their stores...
A third of women who shop in
department stores are 25-55,
and many private label programs are
aimed at this group.“
(now Macy’s)
JC Penny experiences success:
THANKS TO ITS NEW "EVERY day
matters" branding campaign and a
concerted switch to private-label
brands, J. C. Penney Co. reported
record profits, with net income
gaining 13.3%, to $238 million, in
the first quarter.
Private Label Challenges
 Old
pricing policies (10-20% lower
than brand names)
 Lack of assortment and variety
 Look like knock-offs
 Quality-levels
Private Label Marketing
 Unique
brand identified
 Tight and relevant product mix
 Fulfill the promises made by the
brand
 Co-branding is an option
– Simply Vera with Kohl’s
 Active
marketing campaign to
position brand in the mind of
consumer