MARKETING 17e Hult • Pride • Ferrell © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. Part 4 Product Decisions © iStockphoto.com/hh5800 10: Product Decisions 11: Strategic Product Management 12: Services Marketing 13: Strategic Management of Branding and Packaging © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-2 Objectives To explain the value of branding To understand brand loyalty To analyze the major components of brand equity To recognize the types of brands and their benefits To understand how to select and protect brands To examine three types of branding strategies To understand co-branding and brand licensing To describe the major packaging functions and design considerations and how packaging is used in marketing strategies To examine the functions of labeling and describe some legal issues pertaining to labeling © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-3 Branding A brand is a name, term, design, symbol or other feature that identifies one seller’s product as distinct from those of other sellers A brand name is the part of a brand that can be spoken, including letters, words and numbers A band mark is the part of a brand that is not made up of words, such as a symbol or design A trademark is a legal designation of exclusive use of a brand A trade name is the full legal name of an organization © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-4 Discussion Point The apple is a familiar brand mark initiated, owned and protected by Apple Inc. ? Can you name some other iconic brand marks? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-5 Value of Branding Buyers benefit from branding in the following ways: Brands identify specific products and without them product selection would be random Brands can be a form of self-expression Helps buyers evaluate quality Brands reduce a buyer’s perceived risks There may be a psychological reward from owning a brand that symbolizes status © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-6 Value of Branding The value of branding for sellers are: Brands identify products, making repeat purchases easier Branding helps when introducing new products because buyers are familiar with the name Facilitates promotional efforts because the promotion of one branded product indirectly promotes all similarly branded products Fosters brand loyalty and a certain level of market share and price stability When marketers increase their brand’s value, they also raise the total value of the organization © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-7 Brand Loyalty Brand loyalty is a customer’s favorable attitude toward a specific brand Three degrees of brand loyalty Brand recognition – the degree of brand loyalty in which a customer is aware that a brand exists and views the brand as an alternative purchase if their preferred brand is unavailable Brand preference – the degree of brand loyalty in which a customer prefers one brand over competitive offerings Brand insistence – the degree of brand loyalty in which a customer strongly prefers a specific brand and will accept no substitute © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-8 Brand Insistence Some consumers are brand insistent about their deodorant When they find just the right brand that works with their body chemistry, they keep buying the same brand © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-9 Discussion Point Identify two brands for which you are brand insistent ? How did you begin using these brands? ? Why do you no longer user other brands? ? Will you travel out of your way to get the ‘correct’ brand? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-10 Brand Equity Brand equity is the marketing and financial value associated with a brand’s strength in a market Four major elements underlie brand equity: Brand-name awareness Brand loyalty Perceived brand quality Brand associations An organization may buy a brand from another company at a premium price because it may be less expensive and less risky © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-11 Major Elements of Brand Equity © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-12 Discussion Point Geico uses the gecko as a trade character to stimulate favorable brand associations ? Can you think of other companies who use an animal as a brand association? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-13 World’s Most Valuable Brands © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-14 Types of Brands Manufacturer brands are initiated by producers to ensure that producers are identified with their products at the point of purchase Private distributor brands are initiated and owned by a reseller Also called private brands, store brands or dealer brands Generic brands are brands indicating only the product category © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-15 Discussion Point ? Which of these private label products do you purchase? ? Do you purchase them because of price? Or for other reasons? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-16 Consumers’ Perceptions Consumers’ Perceptions of Store and Manufacturers’ Brands for Selected Product Groups © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-17 Private Brands Sears has initiated and developed several private brands, using Kenmore as a private brand for appliances, Craftsman for tools and DieHard for automotive batteries © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-18 Selecting a Brand Name Marketers consider several factors when selecting a brand name The name should be easy for customers to say, spell and recall The name should indicate the product’s major benefits and suggest a product’s uses and special characteristics The brand should be distinctive If the brand name will be used for a product line, it must be compatible with other products in the line Should be designed to be used and recognized in all types of media © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-19 Selecting a Brand Name Words, numbers and letters are used to create some brand names To avoid negative connotations, marketers sometimes use fabricated words Brand names can be created internally either by department, by committee or suggested by individuals © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-20 Selecting a Brand Name Branding a service has some additional dimensions The service brand and company name are usually the same Perceived by customers as having one brand name even if they offer several products Frequently a service marketer uses a symbol along with a name to make the brand distinctive © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-21 Protecting a Brand A marketer should design a brand that can be easily protected through registration A series of court decisions has created a broad hierarchy of protection based on brand type From most protectable to least protectable: Fanciful – Exxon Arbitrary – Dr. Pepper Suggestive – Spray ‘n Wash Descriptive – Minute Rice Generic, not protectable– aluminum foil Surnames and descriptive, geographic or functional names are difficult to protect © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-22 Protecting a Brand A company must ensure a brand is not likely to infringe upon any brand already registered with the U.S. Patent and Trademark Office Infringement is determined by the courts A marketer must guard against allowing a brand name to become a generic term Examples: aspirin, escalator and shredded wheat Congress enacted the Trademark Law Revision Act in 1988, strengthening trademark protection © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-23 Protecting a Brand A U.S. company trying to protect a brand in a foreign country frequently encounters problems In many countries, the first firm to use a brand automatically has the rights to it Some companies have had to buy their own brands from those in a foreign country who first used it Marketers trying to protect their brands must also contend with brand counterfeiting © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-24 Protecting a Brand Companies try to protect their brands by using certain phrases and symbols in their advertisements Note the term “brand” after Kool-Aid, and the use of the ® symbol © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-25 Discussion Point The brand name Xerox is sometimes used generically to refer to photocopiers Kleenex is used to refer to facial tissues ? How can manufacturers protect their brand names? ? Why would they want to do so? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-26 Branding Strategies An organization can use one or more of the following branding strategies: Individual branding is a branding strategy in which each product is given a different name Family branding is branding all of a firm’s products with the same name or part of a name A brand extension is when an organization uses one of its existing brands to brand a new product in a different product category © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-27 Co-Branding Co-branding is using two or more brands on one product Effective co-branding capitalizes on the trust and confidence customers have in the brands involved Co-branding can help a company differentiate its products from those of competitors © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-28 Co-Branding Sandwich Combos is a co-branded product consisting of Oscar Mayer and Kraft products © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-29 Discussion Point For each of the following product categories, choose an existing brand Then, for each selected brand, suggest a co-brand, and explain why the co-brand would be effective Cookies Pizza Chips Sports drink © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-30 Discussion Point Gatorade Goes for “G” Branding Gatorade single-handedly pioneered the sports drink category nearly 50 years ago Now, Gatorade’s marketers are fighting for higher sales with new branding initiatives for specific target markets and redesigned packaging to grab customers’ attention ? What are the marketing advantages and disadvantages of emphasizing “G” as the primary element in the Gatorade brand? ? For competitive reasons, do you think Gatorade should consider co-branding to build on the equity of another major brand name as it seeks higher sales? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-31 Brand Licensing Brand licensing is an agreement whereby a company permits another organization to use its brand on other products for a licensing fee Royalties range from 2% of wholesale revenues to 10% or higher The licensee is responsible for all manufacturing, selling and advertising © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-32 Packaging Packaging involves the development of a container and a graphic design for a product Like a brand, a package can influence a customers’ attitudes toward a product and affect their purchase decisions A package can be a vital part of a product, making it: More versatile Safer Easier to use © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-33 Packaging Functions Four functions of packaging: Protects and preserves the product, prevents damage or may even prevent tampering or shoplifting Offers convenience to the customer with such things as individual servings or packaging sized and shaped for easier storage The packaging can promote the product by showing its features, uses, benefits or image Packaging can be used to evoke an emotional response © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-34 Packaging Considerations In developing packages, marketers must take many factors into account Cost – packaging costs vary greatly Regulations – the Food and Drug Administration’s packaging regulations may require a tamperresistant package Consistency – how much consistency is desirable among an organization’s package designs Family packaging is using similar packaging for all of a firm’s products or packaging that has one common design elements © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-35 Packaging Considerations Factors affecting packaging decisions Promotional role – packaging can create desirable images and associations by choice of color, design, shape and texture Packaging must meet the needs of resellers – wholesalers and retailers consider packaging for transportation, storage and handling Environmentally responsible packaging – marketers must carefully balance society’s desire to preserve the environment against customers’ desire for convenience © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-36 Packaging and Marketing Strategies Packaging can be a major component of a marketing strategy Good packaging of a new product helps it gain market recognition quickly When considering the strategic uses of packaging, marketers must analyze the cost of packaging and package changes © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-37 Packaging Spending Companies That Spend the Most on Packaging © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-38 Packaging Strategies Marketers sometimes alter a package because The existing design is no longer in style compared to competitive products New product features need to be highlighted New packaging materials have become available A marketer may want to reposition a product New packaging may make a product safer or more convenient to use © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-39 Packaging Strategies Secondary-Use Packaging Customers see added value in a package that can be reused Category-Consistent Packaging A product is packaged in line with the packaging practices for that product category, such as peanut butter Innovative Packaging Unusual or unique packaging makes the product stand out from competitors © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-40 Discussion Point The individual sized package shown here is squeezable and also designed for dipping ? Is this packaging an improvement over the plastic pouches used previously? ? Why do you think they changed the packaging? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-41 Packaging Strategies Multiple Packaging Offering products in twin packs, tri-packs, sixpacks or other forms is useful for some products as it may increase consumption but does not work for all products Handling-Improved Packaging Making a package easier to handle in the distribution channel © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-42 Discussion Point Like other marketers of consumer products, Pillsbury has set up a website to inform and entertain consumers Catering to the appeal of its most popular product spokesperson, Pillsbury has given its Dough Boy his own site ? What branding strategy does Pillsbury seem to be using with regard to the products it presents on this site? ? How does the Pillsbury site promote brand loyalty? ? What degree of consistency exists in Pillsbury’s packaging of its products displayed on the website? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-43 Criticisms of Packaging While there have been improvements in packaging, there are still some problems Some packages suffer from functional problems and simply do not work well Flour and sugar bags leak and tear Critics focus on packages safety issues Sharp edges and breakable glass Packaging may be viewed as deceptive Inconsistent size designations confuse customers © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-44 Discussion Point Packaging provides Product protection Customer convenience Promotion of image Key features and benefits Identify a product and evaluate the effectiveness of the package for one of these functions Identify a package you believe is inferior Explain why you think the package is inferior Discuss your recommendations for improving the packaging © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-45 Labeling Labeling is providing identifying, promotional or other information on package labels Very closely interrelated with packaging; information on the label may include: Brand name Trademark symbol Package size and content Product features Nutritional information Presence of allergens Type and style of product Number of servings Care instructions Safety precautions Directions for use Manufacturer name/address Expiration dates Seal of approval © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-46 Discussion Point “Made in…” Labels The country of origin affects customers’ perceptions of the product ? If given a choice of two identical products, would you choose the one with the ‘Made in the USA’ label over the other? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-47 Perceived Quality Perceived Quality and Value of Products Based on Country of Origin © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-48 Labeling Many labels contain a Universal Product Code (UPC) – a series of electronically readable lines identifying a product and containing inventory and pricing information Federal laws and regulations specify information that must be included on labels of certain products The Nutrition Labeling Act of 1990 requires the FDA to review food labeling and packaging © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-49 Questionable Labeling Practices Despite legislation, questionable labeling practices persist Truth in labeling such as “strawberry frozen yogurt bars” that contain strawberry flavoring but no real strawberries “green labeling” or “greenwashing” where misleading claims play on customers’ concern for the environment What constitutes when a product is really “made in the U.S.A.”? Label guidelines continue to evolve from the Federal Trade Commission © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-50 Discussion Point 100 Years of Product Innovation at Chevrolet General Motors’ Chevrolet brand celebrated its 100th anniversary in 2011 Over the years, it has transitioned from an American icon into a worldwide brand known for its quality and durability Despite numerous ups and downs, including the recent bankruptcy and bailout, Chevrolet is still going strong ? How has GM managed product innovation to sustain the Chevrolet brand for over 100 years? ? What are some future challenges for the Chevrolet brand? © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-51 Discussion Point New Belgium Brews Up Strong Brand Loyalty The overall craft-brewing industry has done well in recent years, but New Belgium Brewing has done even better New Belgium’s mission is: “To operate a profitable brewery which makes our love and talent manifest” ? What has New Belgium Brewing done to increase brand recognition and brand preference? ? How is New Belgium Brewing using packaging to support its brand image? ? Assess New Belgium’s brand equity in terms of awareness, quality, associations and loyalty © 2014 Cengage Learning. All Rights Reserved. This edition is intended for use outside of the U.S. only, with content that may be different from the U.S. Edition. May not be scanned, copied, duplicated, or posted to a publicly accessible website, in whole or in part. © iStockphoto.com/hh5800 14-52