CHAPTER
MANAGING
PRODUCTS,
SERVICES, AND
BRANDS
Dr. Hurrem Yilmaz
Slide 11-2
THE PRODUCT LIFE CYCLE
• Product Life Cycle
• Introduction Stage
 Primary Demand
 Selective Demand
Dr. Hurrem Yilmaz
Slide 11-11
How stages
of the
product life
cycle relate
to a firm’s
marketing
objectives
and
marketing
mix actions
Dr. Hurrem Yilmaz
Slide 11-12
• Which stage of the
PLC?
• How do you know?
• Product development
• Introduction
• Growth
• Maturity
• Decline
•
Dr. Hurrem Yilmaz
• Which stage of the
PLC?
• How do you know?
• Product development
• Introduction
• Growth
• Maturity
• Decline
•
Dr. Hurrem Yilmaz
Alternative product life cycles
Dr. Hurrem Yilmaz
Slide 11-21
THE PRODUCT LIFE CYCLE
• Some Dimensions of the
Product Life Cycle
 Length of the Product Life Cycle
 Shape of the Product Life Cycle
Dr. Hurrem Yilmaz
Slide 11-19
BRANDING AND
BRAND MANAGEMENT
• LINE EXTENSION
• PRODUCT EXTENSION
Dr. Hurrem Yilmaz
Slide 11-35
Breathe Right® Nasal Strips Product Line
Dr. Hurrem Yilmaz
Slide 11-61
BRANDING AND BRAND MANAGEMENT
 Brand Personality
 Brand Equity
Dr. Hurrem Yilmaz
Slide 11-35
Alternative branding strategies
Dr. Hurrem Yilmaz
Slide 11-41
Product Life Cycle
The product life cycle describes the
stages a new product goes through in
the marketplace: introduction, growth,
maturity, and decline.
Dr. Hurrem Yilmaz
Slide 11-78
Branding
Branding is a marketing decision, in
which an organization uses a name,
phrase, design, symbol, or combination
of these to identify its products and
distinguish them from those of
competitors.
Dr. Hurrem Yilmaz
Slide 11-79
Brand Personality
A brand personality is a set of
human characteristics associated
with a brand name.
Dr. Hurrem Yilmaz
Slide 11-81
Brand Equity
Brand equity is the added value a given
brand name gives to a product beyond
the functional benefits provided.
Dr. Hurrem Yilmaz
Slide 11-82