• 10 mega corporations control the output of almost everything you buy; from
household products to pet food to jeans
• (Note: The chart shows a mix of networks. Parent companies may own, own
shares of, or may simply partner with their branch networks. For example,
Coca-Cola does not own Monster, but distributes the energy drink.
Another note: Recent developments not on here, has not been updated to
reflect P&G's sale of Pringles to Kellogg's in February.)
• Here are just a few examples: Yum Brands owns KFC and Taco Bell. The
company was a spin-off of Pepsi. All Yum Brands restaurants sell only Pepsi
products because of a special partnership with the soda-maker.
• $84 billion-company Proctor & Gamble — the largest advertiser in the U.S. —
is paired with a number of diverse brands that produce everything from
medicine to toothpaste to high-end fashion. All tallied, P&G reportedly
serves a whopping 4.8 billion people around the world through this network.
• $200 billion-corporation Nestle — famous for chocolate, but which is
the biggest food company in the world — owns nearly 8,000 different brands
worldwide, and takes stake in or is partnered with a swath of others. Included
in this network is shampoo company L'Oreal, baby food giant Gerber, clothing
brand Diesel, and pet food makers Purina and Friskies.
• Unilever, of soap fame, reportedly serves 2 billion people around the world,
controlling a network that produces everything from Q-tips to Skippy peanut
butter.
• And it's not just the products you buy and consume, either. In recent decades,
the very news and information that you get has bundled together: 90% of the
media is now controlled by just six companies, down from 50 in 1983,
according to a Frugal Dad infographic from last year.
It gets even more macro, too: 37 banks have merged to become just four —
JPMorgan Chase, Bank of America, Wells Fargo and CitiGroup in a little over two
decades, according to this Federal Reserve map.
The nation's 10 largest financial institutions hold 54% of our total financial assets; in
1990, they held 20%. As MotherJones reports, the number of banks has dropped
from more than 12,500 to about 8,000.
France
USA
Japan
USA
Germany
Germany
Japan
Japan
Switzerland
Norway
USA
France
USA
HINT:
4 USA, 2 France, 3 Japan, 2 Germany, 1 Switzerland, 1 Norway
Brand name –that part that can be spoken, including letters, words and
#s. Brand names simplify shopping, guarantee a certain level of quality
and allow for self expression.
Brand mark-elements of the brand that cannot not be spoken, i.e. symbol
Trade Character
i.e. Ronald McDonald, Pillsbury Doughboy
Trade mark- legal designation that the owner has exclusive rights to the
brand or part of a brand. 1990, US Patent & Trademark Office had
680,000 trademarks registered, 56,515 new in that year.
Trade name -The full legal name of the organization. IE Ford, not the
name for a specific product.
Brand Mark
Trade Character
Trade Name
Brand Name
Brands…names, terms,
symbols that identify
products and distinguish
them from competitors
products.
Find the brand mark, the brand
name, the trade name and the
trade character.
Brand Mark and
Trade Name
Can you identify the
Brand Names of each
product?
1914
1929
1935
What is the brand?
1941
1956
Present
In 1921, a promotion for Gold Medal
Flour offered consumers a pincushion
resembling a flour sack if they
correctly completed a jigsaw puzzle of
a milling scene. The Washburn Crosby
Company, a mill and forerunner of
General Mills, Inc, received thousands
of responses and a flood of questions
about baking. Advertising Manager
Sam Gale believed a woman would be
an appropriate spokesperson, so he
created Betty Crocker as a signature
for responses to inquiries.
In 1921, the idea of Betty Crocker
hatched as a Washburn-Crosby
Company advertising tool.
Betty as a common woman's name
Crocker for the late secretary and
director of the Washburn Crosby
Company, William G. Crocker
Can you identify
these corporate
logos?
Why are logos
important?
If you look at the center of this logo, you can see two people
enjoying a Tostito chip with a bowl of salsa. The logo conveys an
idea of people connecting with each other.
At first this logo might not make much sense, but if you look closely,
you will see the number 1 in the negative space between the F and
the red stripes. It communicates a feeling of speed as well.
The professional baseball team, Milwaukee Brewers, logo is
actually made up of the letters M (on top) and B (below the m).
These letters also form a baseball glove.
This simple logo actually carries a lot of information. First, you
can see the letters N and W, the first two letters of the brand
name. But what most people don’t see is the compass that
points to the NW, another reference to the brand.
This logo doesn’t seem to hide much at first sight, but it gives you a little
insight into the philosophy behind the brand. First, the yellow arrow looks
like a smile—Amazon wants to have the best customer satisfaction. The
arrow also connects the letters a and z, meaning that this store has
everything from A to Z.
Toblerone is a chocolate company from Bern, Switzerland. Bern is
sometimes called ‘The city of Bears’. They have incorp
orated this idea into the logo with a silhouette of a bear in the
The old logo of Baskin Robbins had the number 31 with an arc above it. The new
logo took this idea to the next level. The pink parts of the BR still form the
number 31, a reference to the 31 flavors.
Do you see any arrows on Fed Ex’s logo?
The arrow is located in between the letters E and X, and the arrow
is white, acting as a background.
Branding policies are:

Individual Branding: Naming each product differently,

Overall Family Branding: All products are branded with the

Line Family Branding: Within one product line. IE P&Gs Ivory

Brand Extension Branding: Use one of its existing brand
facilitates market segmentation with no overlap.
same name, or part of a name, IE Kraft, promotion of one
item also promotes other items.
line.
names as part of a brand for an improved or new product,
usually in the same product category.
75% new products are brand extensions!!


Also called co-branding
When two or more brands create a synergistic
effect by their cooperation.
.
PG Individual Branding
REVIEW!
PG Line Family Branding
Brand Extension Branding- the
original product has been used to
extend the brand in a variety of
new products that consumers
trust.



Recognition
Preference
Insistence
I know that
brand
I prefer that brand
but I’d take a
substitute if it were
on sale
I must have that
brand. A
substitute
won’t do
Product planning includes—
 What products to sell
 What product features a product should have
 How to package and label a product
 What the name brand is
 What services and warranties are offered
 Whether new products are offered
 Whether products are changed or deleted
CoverGirl
Max Factor

Air Fresheners
Febreze Air
Fresheners


All the
products
that a
company
makes:
Proctor and
Gamble






Antiperspirants &
Deodorants
Old Spice
Secret
Baby & Child Care
Charmin
Children's Pepto
Dreft
Luvs
Pampers
Pampers Kandoo
Puffs
Batteries
Duracell
Body Wash & Soap
Camay
Ivory
Noxzema
Olay
Old Spice
Safeguard
Zest






Feminine Care
Always
Tampax
Hair Care
Aussie
Head & Shoulders
Herbal Essences
Infusium 23
Pantene
Hair Color
Clairol
Health Care
Align
Braun
Fibersure
Metamucil
Pepto-Bismol
Prilosec OTC


ThermaCare
Vicks
Colognes
Old Spice
Commercial
Products
Dish Washing
Cascade
Dawn
Ivory
Joy
Fresheners
Mr. Clean
Mr. Clean AutoDry
Carwash
Swiffer

Household
Cleaners

Laundry & Fabric
Care
Bounce
Cheer
Downy
Dreft
Era
Febreze Air
Fresheners
Gain
Ivory
Tide
Oral Care
Braun
Crest
Crest Glide
Crest Whitestrips
Fixodent
Gleem
Scope
Oral-B
Paper Products
Bounty
Charmin
Puffs

All the products
that a retailer
carries:

Group of closely
related products
manufactured or
sold by a business
◦ Ford Cars
◦ Kellogg’s Cereals
◦ Proctor and Gamble’s
Hair Care Line
Celebrity
products

Specific model,
brand, or size of a
product within a
product line
◦ Dell Computers
◦ Lucky jeans




Size
Style
Color
cut

Width:
◦ # of product lines a
business
manufactures or
sells:

Depth:
◦ # of product items
offered within each
product line:

Red Lobster
◦ Specialize in seafood
◦ Great depth within a
narrow product line

Applebees
◦ Broad menu featuring
chicken, steak, pasta,
and seafood
 Great width but less
depth than red lobster
Product Mix Strategies
•Developing New Products (seven steps)
•Developing Existing Products—line extensions or product
modifications
•Deleting a Product or Product Line—obsolete, lack of
profit, loss of appeal
What do you do if your product is in the decline stage?
•Sell
•License
•Discount
•Alter






Generate ideas
Screen ideas
Develop the
product
Test the product
Introduce the
product
Evaluate the
product
Flavored Water Straight From the Tap ve,
Proctor and Gamble now offers flavor cartridges to
its "Pur Water Filtration System", so that your tap
water can have fruit flavors.
The Pur Water Filtration System is just one of those
water filters that fits on to your water faucet. The
new flavor cartridges plugs into the water filter.
When you turn on the water, you can press a button
to add flavoring to the water.
Flavor cartridges come in Strawberry, Peach, and
Raspberry, and provide up to 75 glasses worth of
flavoring. The flavoring contains no sugar, no fat,
and no carbs.
3 teams will present on Tuesday
1.
2.
3.
4.
5.
6.
7.
8.
9.
Nate, Adam, Jordan Witherspoon
Connor C, Brian, Tyler, Brandon
Isabel, Jordan Wheatley, Emma
Sadie Emily Mikayah
Rachel, Greta, Paige
Nora, Annie, Kelsey Angelica
Sonny, Alex Colton
Luke, Brady, Brett
Connor S, Jamie, Harrison
6 teams present on Wednesday